BYU Cougars Fans Rejoice: Richie Saunders’ NIL Deal Brings Sweet Surprises to Provo
PROVO, Utah – BYU Cougars fans have a new reason to celebrate, and it’s not just about wins on the court. Star basketball player Richie Saunders has inked a unique and buzzworthy Name, Image, and Likeness (NIL) deal that is already making waves—not just for its impact on his personal brand, but for how it directly rewards the Cougar faithful.
Saunders, known for his relentless hustle, sharp shooting, and energy off the bench, has partnered with a local Provo-based dessert chain, Cougar Cravings, to bring a creative twist to the ever-evolving NIL landscape. The deal doesn’t just pad Saunders’ pockets—it sweetens the game-day experience for BYU fans. Every time Saunders scores 15 points or more in a game, Cougar Cravings will offer a free dessert to fans who visit their stores within 24 hours.
“It’s not just about me—it’s about the fans,” Saunders said in a press release. “They show up for us, game after game. This deal gives back to them, and it’s fun. Who doesn’t love free dessert after a BYU win?”
Fans are already taking to social media, expressing excitement and showing off their dessert hauls after Saunders hit the mark in a recent home game against San Diego State. Cougar Cravings reported a 200% increase in foot traffic the day after the game, with customers lining up outside their Provo location for a free helping of their now-famous “Richie’s Rally Sundae”—a limited-time menu item named after the player himself.
The NIL deal marks a major win for Saunders, a player whose journey has been closely followed by BYU faithful. A Utah native, Richie played his high school ball in the state and came to BYU with high expectations. Over the past two seasons, he has steadily improved his stats and grown into a fan favorite, thanks to his aggressive defense, team-first mentality, and clutch plays in key moments.
Coach Kevin Young, recently appointed head coach for the Cougars, praised the deal for its creativity and community connection. “This is what NIL should look like,” he said. “Richie is a great example of a student-athlete who represents the values of BYU on and off the court. It’s awesome to see him recognized and supported in a way that brings the fans into the celebration.”
BYU’s athletic department has embraced the NIL era with open arms, working closely with players to ensure they make smart, values-aligned partnerships. While some NIL deals across the country have raised eyebrows for their sheer extravagance or lack of transparency, Saunders’ arrangement has been praised for staying true to BYU’s mission and the tight-knit spirit of the Provo community.
Beyond just desserts, the deal includes charity tie-ins. A portion of Cougar Cravings’ sales on game nights will go toward a local youth basketball program in Provo, another idea that reportedly came from Saunders himself. “Basketball gave me everything,” he said. “Helping kids find that same love for the game—it just felt right.”
As the Cougars push toward a promising postseason, fans now have even more incentive to root for their rising star. And with Saunders heating up, the odds of celebrating with a creamy treat after a game just keep getting better.
Whether you’re a diehard fan or just someone with a sweet tooth, one thing’s for sure—BYU basketball has ne
ver tasted so good.