BYU Athletics announced a long-term partnership with Utah-based PV3 Enterprises on October 9, 2026, combining an unspecified investment in football facilities with a customized name, image and likeness (NIL) initiative involving agreements with more than 40 current BYU student-athletes. The announcement calls it the largest philanthropic commitment in BYU Athletics history, but does not disclose a dollar amount.
What the PV3 partnership includes
BYU describes the agreement as combining philanthropy, student-executive mentoring and long-term business relationships. Its two central components are an investment in football facilities and an NIL program intended to connect student-athletes with business opportunities.
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BYU Athletics announced the partnership on October 9, 2026. The university announcement and Deseret News report describe the facilities and NIL components and report the same athlete count.
How the NIL initiative is described
The customized initiative includes agreements with more than 40 current BYU student-athletes. BYU says it will primarily connect football players with endorsement opportunities in PV3’s portfolio. The announcement does not identify the athletes, explain how they were selected, or disclose individual compensation or contract terms.
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PV3 principal Jason Murray said the company aims to connect student-athletes with business opportunities across its portfolio and build relationships that can continue after their playing careers. The announcement names ENVE Composites, Seven Brothers Burgers, Round Valley Golf, Pica Rica BBQ, Red 7 Marketing, 83rd Marketplace and West Desert, which it identifies as the recently rebranded Utah Motorsports Park. The portfolio list does not establish that each business has a finalized athlete campaign.
What “PV3 Field” means
The playing surface at LaVell Edwards Stadium will be called “PV3 Field.” The announcement also says other integrated branding placements are planned. It does not specify the placements beyond the field naming.
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How much is the commitment?
BYU calls the agreement the largest philanthropic commitment in BYU Athletics history, but publishes no dollar figure. Neither the facilities contribution nor the overall value is quantified, so the announcement does not support an estimate of what PV3 is giving or how the commitment is divided between facilities and NIL opportunities.
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- The amount of the commitment and its allocation between facilities and other elements.
- Which facility projects will receive funding, and their start dates or completion schedule.
- The exact partnership term; the announcement describes it only as long-term.
- The names of participating athletes, their selection criteria, individual NIL payments and contract terms.
- Whether and when each named portfolio business will run athlete campaigns.
Details on facility projects and timing, as well as athlete-specific agreements, would clarify how the partnership will be implemented. For now, the announcement establishes the broad structure, the more-than-40-athlete count and the field naming, but not those underlying terms.
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