Manischewitz Signs Jake Retzlaff, BYU’s First Jewish QB, to NIL Deal
By Will Aldrich
Last Updated on December 6, 2024
Brigham Young University’s Jake Retzlaff, the first Jewish quarterback in school history, has inked a name, image, and likeness deal with the kosher food company Manischewitz.
Retzlaff confirmed the partnership earlier in the week by appearing in a post made on the brand’s social media. The quarterback was seen sporting a Manischewitz jersey and hat, explaining the role his faith and traditional Jewish food have played in his life.
Known across the nation as “BYJew,” Retzlaff will appear on limited-edition boxes of matzo and will be featured on the brand’s many social platforms, sharing his story and connection to the company through his own recipes and holiday traditions.
Founded in 1888, Manischewitz makes a range of products including matzo, macaroons, gefilte fish, and chicken soup.
“Manischewitz has always been part of my life,” Retzlaff said in a press release. “I grew up with matzo with peanut butter as my favorite snack, and every Passover, my family and I made matzo pizza together. At Chanukah time our tradition was making potato latkes. Now, at BYU, I’m able to share these traditions with my teammates. This partnership is about more than football–it’s about creating connections and celebrating Jewish pride in ways I never expected.”
Retzlaff’s presence on campus has positively impacted the Jewish community in the greater Provo, Utah area. Jake led Utah County’s first public Hanukkah menorah lighting in 2023 and has served as an ambassador for Jewish culture and a role model for the youth. The brand believes Retzlaff, one of just three Jewish students enrolled at the university, shares many of the same values as the company, making the partnership a perfect match.
“We are so proud to welcome Jake officially into the Manischewitz family this holiday season,” said Shani Seidman, CMO of Kayco, the parent company of Manischewitz, in a press release. “He is such an inspiration, and we are honored to support his exciting football career and dream. This partnership represents everything the brand aspires to be–celebrating our heritage and bringing awareness to Jewish food and excellence.”
Retzlaff has led BYU to a 10-2 record and a ranking as high as No. 7 in the AP Top 25 this season. After starting his career at the JUCO level at Riverside City College, Retzlaff transferred to Provo ahead of the 2023 season. After appearing in four games for the Cougars a year ago, Retzlaff has been one of the Big 12’s most effective QBs as a junior this season, passing for 2,796 yards and 20 touchdowns.
