BYU Athletics and PV3 Enterprises announced a landmark long-term partnership on October 9, 2026, representing the largest philanthropic commitment in the history of BYU Athletics. The agreement involves a substantial investment in football facilities and a customized name, image and likeness (NIL) initiative involving more than 40 current BYU student-athletes.
The partnership will include prominent branding for PV3 within the BYU football program, such as naming the playing surface at LaVell Edwards Stadium "PV3 Field."
The new NIL platform aims to connect BYU football student-athletes with endorsement opportunities across the PV3 business portfolio. This portfolio includes Seven Brothers Burgers, Pica Rica BBQ, Round Valley Golf, ENVE Composites, Red 7 Marketing, 83rd Marketplace, and the recently-rebranded Utah Motorsports Park, West Desert.
BYU head football coach Kalani Sitake stated that the partnership offers a transformational opportunity for players rather than just transactional deals. Sitake noted that the collaboration aims to help players succeed both during their time at the university and into their futures.
PV3 principals Mark Hancock and Jason Murray, who are longtime supporters of BYU Athletics, described the initiative as a way to combine philanthropy, student-executive mentoring, and long-term business partnerships to create a sustainable competitive advantage for the football program.
Mark Hancock is a BYU alumnus who earned a bachelor’s degree in 1999 and an MBA from the BYU Marriott School of Business in 2001. PV3 Enterprises is a Utah-based investment and operating company that utilizes patient capital and active ownership to build businesses through long-term investment and operational expertise.
