Jake Retzlaff makes history as BYU's first Jewish quarterback with Manischewitz deal

In a historic move for college athletics, Jake Retzlaff, a junior quarterback at Brigham Young University (BYU) in the United States, has signed a name, image, and likeness (NIL) deal with Manischewitz, the renowned Jewish food and wine brand. This partnership marks the brand's first venture into the NIL space, showcasing the changing landscape of college sports where student-athletes can now monetize their personal brands. Retzlaff, known for being the first Jewish quarterback to play for BYU, has become a notable figure not only for his athletic achievements but also for his cultural representation in a predominantly non-Jewish environment. He has expressed his excitement about this collaboration, stating that it allows him to share his Jewish heritage with his teammates and a broader audience beyond the field. As part of this partnership, Retzlaff will feature in promotional videos where he discusses his faith, shares traditional Jewish recipes, and builds connections within the Jewish community. His personal experiences growing up include making matzo pizza with his family during Passover and preparing potato latkes for Chanukah, traditions he cherishes and now shares at BYU. This collaboration exemplifies the blend of sports and culture, emphasizing Jewish pride and the rich tapestry of traditions that Retzlaff brings to his role as an athlete and cultural ambassador. The sponsorship announcement came just as Retzlaff, who has led the BYU Cougars to an impressive season with a 10-2 record, has gained significant visibility in the college football circuit. This season, he has thrown for 2,745 yards, 19 touchdowns, and 10 interceptions, further establishing his reputation as a capable quarterback. With this deal, Retzlaff is not only uplifting his personal brand but also paving the way for future student-athletes who identify with minority backgrounds to explore similar opportunities. Shani Seidman, the Chief Marketing Officer of Kayco, which owns Manischewitz, expressed pride in welcoming Retzlaff and highlighted the importance of celebrating Jewish heritage through this partnership. This innovative collaboration serves as a beacon of inspiration for both current athletes and future stars, reflecting a growing trend in college athletics where cultural identity and personal branding continually intersect. The limited edition matzo boxes featuring Retzlaff's likeness are set to be distributed through giveaways, making the connection between sports marketing and Jewish culture tangible. Overall, this partnership not only fosters a platform for Retzlaff to express his Jewish identity but also represents a significant step in the evolution of NIL agreements in sports, where cultural narratives can find a place alongside athletic performance.