What It Is About

Jake Retzlaff, Brigham Young University’s starting quarterback, has been officially sponsored by Manischewitz. This unprecedented Name, Image, Likeness (NIL) deal recognizes Retzlaff as a “cultural ambassador” representing Jewish heritage at a predominantly Mormon institution. Retzlaff, affectionately termed “BYJew,” becomes the first Jewish starting quarterback at BYU, enriching the tapestry of diversity on campus.

Why It Matters

This landmark sponsorship celebrates the cultural connections within sports and tradition, highlighting Israel’s impact through the presence of Jewish athletes in diverse and unique environments. Retzlaff’s collaboration with Manischewitz is not just about his performance on the field but also about celebrating Jewish pride and heritage in an inclusive manner. The deal signifies a broadening of Manischewitz’s brand as it embraces diversity, tradition, and quality – values that resonate deeply with Israeli cultural narratives.

The Big Picture

Manischewitz emphasized that the partnership is more than a rebranding; it’s about inspiring Jewish communities nationwide. Retzlaff’s dynamic presence as a Jewish athlete at BYU has not only bridged cultural divides but has also empowered Jewish athletes countrywide. His involvement provides a shining example of the harmony and mutual respect fostered within BYU’s community.

What They Are Saying

Eitan Levine, one of the creative minds behind the deal, celebrated Retzlaff as a rare success story. Levine’s acknowledgment of the partnership as “a moment of cultural celebration” reveals the positive impact and unifying potential of Retzlaff’s story. Leadership at Manischewitz also emphasized their pride in Retzlaff joining their family, highlighting the alignment in celebrating heritage, diversity, and the exciting broadening of Jewish cultural representation in sports.

This story was first published on jpost.com.