It’s a match made in heaven, made in Provo.
BYU’s Jake Retzlaff, the first Jewish QB to play for the Mormon school, has inked a sponsorship deal with Manischewitz.
For the Jewish food and wine brand, it’s the first foray into the NIL space, though financials were not disclosed.
Retzlaff, who goes by the “BYJew” moniker, has guided the No. 18 Cougars to a 10-2 record this season and will star in videos for Manischewitz in which he discusses his faith and shares recipes and traditions.
“I grew up with matzo with peanut butter as my favorite snack, and every Passover, my family and I made matzo pizza together,” Retzlaff said in a statement. “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.”
Limited edition versions of matzo boxes with Retzlaff’s likeness on it will also be available through giveaways.
In a promo video for Manischewitz, Retzlaff runs through football drills holding a box of matzo.
However he’s been training, it’s been working.
The junior — reportedly one of three Jewish students at BYU — has thrown for 2,745 yards with 19 touchdowns and 10 interceptions this season.
“We are so proud to welcome Jake officially into the Manischewitz family this holiday season,” said Shani Seidman, chief marketing officer of Kayco, the parent company of Manischewitz. “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.”