BYU Basketball Star Ties Tater Tot Deal to NCAA Tournament

DENVER, Colo. — BYU Cougars basketball forward Richie Saunders is poised to make headlines not just for his performance on the court, but for an unexpected family connection to a beloved snack. During the NCAA Tournament, Ore-Ida Potatoes announced a newly inked Name, Image, and Likeness (NIL) deal with Saunders, the great-grandson of the company’s co-founder, F. Nephi Grigg, who is credited with inventing the classic Tater Tot.

As part of the promotion, Ore-Ida will give away free Tater Tots nationwide after every BYU victory during the tournament. The informal “Tot Clock” will start once the game ends, allowing fans 30 minutes to claim the offer via a link on the company’s Instagram page.

The announcement comes as Saunders and the Cougars gear up for their NCAA Tournament journey, having already secured a win against VCU. The team’s next matchup is against the Wisconsin Badgers on March 22 at 7:45 p.m. EST. If the Cougars triumph again, fans will be able to claim their complimentary tots shortly after the final buzzer.

“It’s hilarious. I don’t know where that came out of. It came out of nowhere,” Saunders said, reflecting on his newfound fame following the revelation of his family’s history. “My great-grandpa founded Ore-Ida, which founded the Tater Tot.”

Ore-Ida’s marketing campaign, dubbed “Heir Richie,” aims to engage basketball fans across the nation. “We’re teaming up with basketball hotshot Richie Saunders, the great-grandson of Ore-Ida founder and inventor of Tater Tots, to give away free tots if Richie’s team wins today,” the brand stated on social media. “If they win, the countdown for our 30-minute ‘Tot Clock’ will begin post-game!”

The campaign has sparked excitement among fans, with many eager to cash in on the chance for free Tater Tots. The offer includes various Ore-Ida products, with a maximum value of $8 at select retailers. Additionally, during the campaign’s promotion, fans are encouraged to top their tots with options like bacon and cheese or even create meals around them.

Richie Saunders’ family legacy became a talking point during last week’s Big 12 tournament. A social media post by Michael Mower, a community relations advisor, went viral, drawing attention to the connection between the basketball player and the iconic snack. Social media users have expressed their enthusiasm for both the tournament and the unique NIL partnership, recognizing the potential for increased player-fan engagement.

“When the tot king speaks, we listen,” Ore-Ida added in response to the buzz surrounding Saunders during the tournament.

As the Cougars continue their run in March Madness, both Saunders and Ore-Ida appear ready to capitalize on this unique intersection of sports and snack culture. Sanders noted he appreciates the support from fans and, regardless of the outcome, has enjoyed the laughs shared within his family over the connection. “We’ve had a lot of laughs just in our house and had a lot of Tater Tots,” he said.

Fans can tune in to see if BYU will continue its journey in the NCAA Tournament and if the “Tot Clock” will begin again following their next game. With the combination of on-court action and tasty snacks, the 2025 NCAA Tournament is shaping up to be an entertaining event.