PROVO, Utah — AJ Dybantsa greets students at BYU’s Wilkinson Student Center with a smile. His face adorns cream-colored T-shirts for sale at the campus bookstore. Dybantsa’s impressive journey took a major turn when he, the nation’s top recruit, chose BYU, announcing, “It’s just for the bigger picture,” during a live broadcast in December 2024.
Now, as he steps into March Madness, those words resonate deeply for both him and the Cougars, who are navigating their way into the elite circles of college basketball.
Dybantsa embodies BYU’s bold ambitions. The Cougars are owned by The Church of Jesus Christ of Latter-day Saints, and the athletic department is embracing the new era of athlete compensation through name, image, and likeness (NIL) deals. BYU is challenging its image and aiming high while balancing church values with competitive spending.
BYU Coach Kevin Young emphasizes the desire to compete at the highest level. Dybantsa hails from Brockton, Mass., and his NIL earnings are reported between $4 million and $6 million—among the highest for a college player. Young believes Dybantsa could have earned even more at other programs.
In his first season, Young brings a professional mindset, having previously worked with the Phoenix Suns. His leadership aims to attract high-level talent, inspired by support from wealthy boosters in Utah’s bustling tech scene.
Dybantsa, a dynamic 6-foot-9 player, is leading college basketball with an average of 25.3 points per game. His skills on the court have drawn attention, with expectations for him to be a top pick in the next NBA Draft. He has deals with major brands like Nike and Red Bull.
The Cougars earned a No. 6 seed in the NCAA Tournament and will face Texas. They began the season strong but faced challenges, including injuries and defensive struggles. Jimmer Fredette, BYU’s iconic player from 2011, acknowledges the pressure that comes with Dybantsa’s arrival, reminding fans to manage their expectations.
Since Young’s hiring, BYU is changing, aiming to attract top recruits. Young’s revenue-sharing model echoes strategies used in the NBA, focusing on maximizing resources for star players while efficiently managing the rest of the team.
BYU’s approach to NIL is both quick and thoughtful, signifying a cultural shift within the university. Some church leaders have expressed concern over a pay-for-play culture, emphasizing the importance of maintaining BYU’s values.
Athletes at BYU must adhere to a strict honor code, which some view as a unique advantage for attracting recruits seeking a focused environment. Dybantsa has highlighted his appreciation for the school’s principles, often mentioning his favorite class as Book of Mormon.
While the university’s culture has evolved to attract talent outside the LDS community, challenges remain, especially when allegations against players arise. Instances involving former quarterback Jake Retzlaff and basketball player Kennard Davis Jr. have put a spotlight on the honor code’s enforcement.
Nevertheless, under Young’s leadership, the Cougars target a diverse range of recruits, moving beyond the traditional LDS athlete base. This change reflects broader trends within the church, which has become more inclusive over recent decades.
The rise of non-LDS athletes contributes to a stronger BYU athletic program. It’s no longer about maintaining a 90% LDS roster; the goal is to be competitive at the highest level. Young’s success has already attracted three five-star recruits, shifting BYU’s reputation within college sports.
As Dybantsa aims for a national championship, there’s a sense of urgency. This year’s NCAA Tournament marks an important moment for BYU, a program still seeking its first Final Four appearance despite its long history. With Dybantsa leading the charge, the Cougars hope to make a deep run, showcasing their newfound ambition on the national stage.
In the competitive landscape of college basketball, BYU is looking to solidify its place, and Dybantsa represents that hope for many. His journey could inspire a fresh era for the Cougars, making them a team to watch as they navigate the challenges and opportunities ahead.
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BYU Cougars, Men's College Basketball, Sports Business
