BYU Athletics announced a long-term partnership with Utah-based PV3 Enterprises on October 9, 2026, combining an unquantified investment in football facilities with a customized name, image and likeness (NIL) initiative involving agreements with more than 40 current BYU student-athletes. The announcement also gives the playing surface at LaVell Edwards Stadium a new name: PV3 Field.
What the partnership includes
BYU describes the agreement as a combination of football-facilities investment and NIL opportunities for student-athletes. The university characterizes the commitment as the largest philanthropic commitment in BYU Athletics history, but neither its announcement nor the October 9 report by Deseret News states a dollar amount.
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BYU describes PV3 as a Utah-based investment and operating company. The announcement also presents the relationship as involving student-executive mentoring and longer-term business connections, alongside the facilities and NIL components.
How the NIL opportunities are described
The customized initiative includes agreements with more than 40 current BYU student-athletes. BYU says the platform will primarily connect football players to endorsement opportunities within PV3’s portfolio. The announcement does not identify the athletes, explain how participants were selected, disclose contract terms, or state individual or total compensation.
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The businesses named in the announcement are ENVE Composites, Seven Brothers Burgers, Round Valley Golf, Pica Rica BBQ, Red 7 Marketing, 83rd Marketplace and West Desert, which BYU identifies as the recently rebranded Utah Motorsports Park. Naming those businesses does not establish that each has a finalized athlete campaign.
Head coach Kalani Sitake said the opportunity was intended to be more than transactional, saying PV3’s leaders were “about providing a transformational opportunity to our players, not just transactional deals, and doing things the right way.” PV3 principal Jason Murray said the company aimed to connect athletes with business opportunities across its portfolio and develop relationships that could continue after their playing careers.
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What PV3 Field means
The playing surface at LaVell Edwards Stadium will be called “PV3 Field,” according to BYU’s announcement. The release also says additional integrated branding placements are planned, but does not specify their locations or provide implementation details.
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- Financial value: No amount is given for the facilities investment, the overall philanthropic commitment or athlete compensation. “Largest” is BYU’s historical characterization, not a published figure.
- Facilities work: The announcement does not list specific projects, budgets, start dates or completion targets.
- Agreement terms: BYU calls the arrangement long-term but gives no exact duration.
- Athlete deals: No participant names, payment amounts, selection criteria or individual contract terms are published.
- Business activations: The portfolio is named, but the announcement does not detail completed campaigns for every business.
BYU and Deseret News both reported the core facilities and NIL components and the count of more than 40 athletes. The announcement by BYU Athletics, dated October 9, 2026, is the source for the university’s historical characterization, PV3 Field naming and portfolio details.
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