BYU Athletics and PV3 Enterprises announced a landmark long-term partnership on October 9 that represents the largest philanthropic commitment in the history of BYU Athletics. The agreement includes substantial investment in football facilities and a customized name, image and likeness (NIL) initiative involving more than 40 current BYU student-athletes.
The partnership features prominent branding placements within the BYU football program. This includes naming the playing surface at LaVell Edwards Stadium "PV3 Field," along with other integrated branding opportunities.
The new NIL platform will connect BYU football student-athletes with endorsement opportunities across PV3’s portfolio of businesses. These businesses include ENVE Composites, Seven Brothers Burgers, Round Valley Golf, Pica Rica BBQ, Red 7 Marketing, 83rd Marketplace, and the recently-rebranded Utah Motorsports Park, West Desert.
BYU head football coach Kalani Sitake stated that the commitment from the PV3 team is providing a transformational opportunity to players rather than just transactional deals. Sitake noted the goal is to give players every opportunity to 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, aim to combine philanthropy, student-executive mentoring, and long-term business partnerships. The initiative is designed to build a sustainable competitive advantage for BYU football while providing long-term benefits off the field for student-athletes.
Mark Hancock, a principal of PV3, is a BYU alumnus who earned a bachelor’s degree in 1999 and an MBA from the BYU Marriott School of Business in 2001. He stated the partnership reflects a long-term commitment to helping BYU football succeed for generations to come.
Jason Murray, also a principal of PV3 Enterprises, said the partnership is about more than a financial contribution. He noted the platform connects student-athletes with meaningful business opportunities across the PV3 portfolio to create relationships that can continue after their playing careers are over.
PV3 Enterprises is a Utah-based investment and operating company. The firm uses patient capital and active ownership to build businesses, focusing on principles of trust, wisdom, humility, and stewardship to create sustainable growth and lasting value across a diversified portfolio.
