BYU Secures Historic PV3 Partnership for Football Facilities and NIL

BYU Athletics announced a long-term partnership with Utah-based PV3 Enterprises on Friday, Oct. 9, 2026, to expand football facilities and create name, image and likeness (NIL) opportunities for student-athletes. The university described the agreement as the largest philanthropic commitment in BYU Athletics history, with more than 40 current athletes set to receive NIL agreements.

According to announcements published by BYU Athletics, Deseret News and Yahoo Sports, the partnership combines investment in football infrastructure with endorsement opportunities, business relationships and mentoring. PV3 principals Mark Hancock and Jason Murray, both longtime supporters of BYU Athletics, are leading the initiative.

A central feature of the agreement is the naming of the playing surface at LaVell Edwards Stadium as PV3 Field. Yahoo Sports reported that the company's branding will also appear on the 25-yard line, alongside other integrated branding opportunities within the football program.

The NIL initiative will connect BYU football players with endorsement opportunities across PV3's business portfolio. The businesses identified by BYU Athletics include ENVE Composites, Seven Brothers Burgers, Round Valley Golf, Pica Rica BBQ, Red 7 Marketing, 83rd Marketplace and West Desert, the recently rebranded Utah Motorsports Park.

BYU head football coach Kalani Sitake said the partnership is intended to provide lasting value for players beyond immediate financial arrangements.

"We are really grateful for the PV3 team and the level of commitment that they've shown to BYU Football. Mark and Jason and their team are about providing a transformational opportunity to our players, not just transactional deals, and doing things the right way. We want to give our players every opportunity to succeed while they're here and into their futures, and PV3 is really helping us accomplish that." Sitake said.

The agreement builds on PV3's existing relationship with the university. Hancock, a BYU alumnus, earned his bachelor's degree in 1999 and an MBA from the BYU Marriott School of Business in 2001. The company said the partnership reflects its commitment to supporting the university's mission and developing student-athletes through business engagement and long-term relationships.

Hancock emphasized the company's focus on the football program's future and its broader influence on the university community.

"We believe deeply in the mission of BYU and the impact its football program has on young men, the university and Cougar fans around the world. This partnership reflects our long-term commitment to helping BYU football succeed, not just today, but for generations to come." Hancock said.

PV3 principal Jason Murray said the initiative extends beyond financial support by connecting players with the company's businesses and professional networks.

"This partnership is about far more than a financial contribution. We're bringing the full strength of the PV3 platform by connecting student-athletes with meaningful business opportunities across our portfolio and creating relationships that can continue long after their playing careers are over." Murray said.

PV3 Enterprises is a Utah-based investment and operating company that invests in businesses and works with their leadership teams to support long-term growth. Its portfolio spans multiple industries, providing the business network that will underpin the new athlete endorsement program.

The announcement came ahead of BYU's Oct. 9 matchup against Iowa State in Provo. Yahoo Sports reported that the Cougars entered the game with a 4-0 record after defeating TCU following a bye week.

BYU was also preparing for a subsequent game against Notre Dame scheduled for Oct. 17 at 7:30 p.m. Eastern time. Yahoo Sports reported that running back LJ Martin was expected to miss at least a month because of an injury, leaving him unavailable for the Notre Dame matchup.