Provo, a landmark $5.4 million donation to establish a Name, Image, and Likeness (NIL) fund aimed at supporting BYU Cougar athletes across all sports.
The donation, one of the largest athlete-driven contributions in school history, marks a defining moment for BYU Athletics, as it seeks to empower current and future student-athletes in the evolving landscape of college sports.
Giving Back to His Roots
Lassiter, who starred as a wide receiver for the Cougars during the 2023 season before declaring for the NFL Draft, has always been vocal about the impact BYU had on his personal and professional development. His time in Provo was brief but transformative, helping him rise from an under-recruited player to a first-round NFL Draft pick and breakout star.
“BYU believed in me when it mattered most,” Lassiter said during the press conference at the BYU Student Athlete Building. “This program gave me the platform to chase my dreams. Now, I want to give back and help the next generation of Cougars have the same, if not better, opportunities.”
A Historic NIL Initiative
The $5.4 million donation will serve as the foundation for the “Cougar Legacy NIL Fund,” designed to provide sustainable NIL opportunities for BYU athletes while maintaining the school’s commitment to honor, integrity, and education. The fund will focus on three primary areas: athlete branding support, community engagement initiatives, and academic-anchored NIL partnerships.
Tom Holmoe
, BYU Athletic Director, praised Lassiter’s vision and leadership. “This is more than a donation — it’s a transformational gift that reflects Darius’s character and deep connection to BYU. The Cougar Legacy NIL Fund will not only help our student-athletes compete at the highest level but also ensure they’re developing as leaders, scholars, and community ambassadors.”
Empowering Student-Athletes in a New Era
With NIL opportunities becoming a crucial part of the collegiate athletic experience, Lassiter’s donation comes at a pivotal moment. BYU, known for its unique mission and values, has been seeking ways to navigate NIL while staying true to its principles.
Lassiter’s initiative provides a blueprint for doing just that.
The fund will partner with local and national businesses to create NIL deals that emphasize service, education, and faith-driven initiatives. Athletes will be encouraged to participate in community service projects, mentorship programs, and educational campaigns, earning compensation while making a positive impact.
In addition, the fund will offer resources for athletes to build their personal brands responsibly, including workshops on financial literacy, social media management, and professional development.
“This isn’t just about paying athletes,” Lassiter explained. “It’s about preparing them for life after sports. Whether they go pro or not, they’ll leave BYU with tools, experiences, and connections that will benefit them for years to come.”
Reaction from the BYU Community
The announcement was met with widespread excitement and gratitude from the BYU community. Current players, alumni, and fans alike took to social media to applaud Lassiter’s generosity.
Kalani Sitake, BYU’s head football coach, expressed his appreciation: “Darius has always led with his heart. His success in the NFL hasn’t changed who he is. He’s still that humble, hard-working guy who loves his teammates and his school. This gift shows his commitment to the Cougar family.”
Fans also see the initiative as a game-changer for BYU’s competitiveness in recruiting and retaining top talent.
“With how competitive NIL has become, this is exactly what BYU needed,” said Emily Hansen, a longtime BYU supporter. “And the fact that it’s coming from one of our own makes it even more special.”
Looking Ahead: A Lasting Legacy
Lassiter’s $5.4 million donation is expected to have a lasting impact on BYU Athletics. The Cougar Legacy NIL Fund is designed for longevity, with plans to grow through additional donations, partnerships, and investment returns.
“This is just the beginning,” Lassiter said. “I challenge other alumni, fans, and businesses to join me. Let’s build something that lasts — not just for today’s athletes, but for generations of Cougars to come.”
As BYU continues to navigate the ever-changing landscape of college athletics, Darius Lassiter’s landmark donation sets a powerful example of giving back, leadership, and vision. His investment in the Cougar future ensures that BYU athletes will have the support they need to succeed — on and off the field.
