Jason McGowan, CEO of Crumbl, has earned a new nickname: “the cookie man.” He’s not just known for his delicious cookies; he recently played a key role in a big coaching decision at BYU.
Recently, rumors swirled that Kalani Sitake, BYU’s head coach, was in talks with Penn State about a potential move. But McGowan and other boosters rallied together to keep Sitake at BYU. They stepped up with notable financial support to strengthen the athletic program and help secure Sitake’s future. McGowan said, “We were all willing to be substantial in our help for BYU. Very substantial.”
In a strategic move, McGowan reached out to Sitake when the news broke about Penn State’s interest. He said, “I was there to help however I could.” Sitake was more focused on caring for his players and coaching staff than on personal gain, demonstrating his loyalty to the program.
Just a day before Sitake signed a new contract that included significant pay raises, McGowan took to social media, urging fans to show their appreciation for the coach. His post, asking why fans love Sitake, sparked an outpouring of support—2.3 million views and over 1,600 heartfelt replies followed.
In a press conference, Sitake became emotional discussing the overwhelming messages of support, referring to it as a “love bomb.” He said, “It’s hard to leave when you have something so special and amazing people that support us.” This fan engagement played a crucial role in his decision to stay.
McGowan recognizes the power of positive messaging from fans. He believes sharing stories about what coaches do right can make a difference. “Our fans really helped pull this one out for us,” he stated.
Recently, BYU made headlines when McGowan offered to cover a $50,000 fine imposed by the Big 12 Conference for fans rushing the field after a victory. Although the fine was canceled, McGowan redirected those funds to the school’s NIL programs. He also contributed nearly $100,000 to local schools to address student lunch debt, showing his commitment to the wider community.
As “the cookie man,” McGowan brings a unique perspective to college football in Provo. Having begun attending BYU games about 20 years ago, he’s deeply invested in the program. “We’re a little different in Provo,” he noted, reflecting on the special spirit of the BYU community.
Whether through cookies or commitment, McGowan’s influence is being felt in college football—and it seems likely that his impact will continue to grow.
For ongoing insights into college sports and coaching dynamics, stay tuned to reputable sources like The Athletic and ESPN.
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BYU Cougars, College Football, Sports Business
