In the ever-evolving landscape of college athletics, name, image, and likeness (NIL) deals have reshaped what it means to be a student-athlete. Few stories capture this transformation better than former BYU quarterback Jake Retzlaff’s latest move: signing a headline-making endorsement deal with none other than Mercedes-Benz.
For Retzlaff, the partnership represents more than a sponsorship—it’s a statement. Known for his calm presence under pressure and his ability to lead an offense with poise, he now carries those same qualities into the business world. Mercedes-Benz, a brand synonymous with performance, luxury, and prestige, saw in Retzlaff not only an athlete but also a marketable ambassador whose values align with their own.
What makes this deal particularly notable is its scale. While NIL agreements have ranged from local restaurant sponsorships to apparel tie-ins, few college athletes—let alone quarterbacks outside of the traditional “blue-blood” programs—have landed contracts with global luxury giants. Retzlaff’s signing signals a shift: major corporations are no longer limiting their partnerships to only the most mainstream, big-market names. Instead, they’re recognizing the unique appeal of rising stars who embody authenticity and ambition.
For BYU, the endorsement also shines a positive light on the program’s growing reputation for developing players who can succeed both on and off the field. Retzlaff may have left the Cougar uniform behind, but his brand continues to elevate the school’s profile, reinforcing BYU’s position as a breeding ground for talent that resonates beyond football.
As for Retzlaff himself, the deal could open new doors in his post-football career. Whether he pursues the NFL or transitions into business, he now has a powerful platform and a global partner in his corner.
The message is clear: the age of NIL isn’t just about athletes making money—it’s about rewriting the relationship between sports, business, and culture. And Jake Retzlaff, with his Mercedes-Benz partnership, is driving that change in style.
