BYU’s Richie Saunders Rides Tater Tot Fame to Sweet 16

NEWARK, N.J. (AP) — Some players thrive in a pressure cooker. BYU’s Richie Saunders prefers the deep fryer. The hard-nosed forward, a descendant of the man who invented tater tots, has not only fueled BYU’s surprising run to the Sweet 16 but also capitalized on an endorsement deal that makes tater tots a staple of the Cougars’ success as they progress in the NCAA Tournament.

After BYU victories, tater tots are dished out for free, highlighting the school’s unexpected relationship with this beloved comfort food. “When all you eat is tater tots,” said Saunders, “it definitely makes it easier.” The popularity of this crispy side has even led to its addition on the school lunch menu, much to the delight of the team and school’s coach, Kevin Young.

“I was amazed it took so long for tots to find their way onto the menu,” Young remarked. With Saunders partnering with Ore-Ida, they have dubbed their collaboration “Ore-Richie” for the remainder of BYU’s tournament run. The players have embraced the crispy treat, with some newcomers to the United States, like five-star recruit Egor Demin, surprised to learn that tater tots are made from potatoes. “It was good. It’s potato, I guess,” he said.

As BYU advances through March Madness—currently in the Sweet 16 for the first time since 2011—the hype surrounding their team has taken a unique spin. While historically known for their basketball prowess, the buzz surrounding tater tots has captivated fans and players alike. The Cougars have not made it to a regional final since 1981, a milestone they hope to achieve against second-seeded Alabama in Newark, New Jersey.

Richie Saunders’ connection to the tater tot is deeply personal; his great-grandfather, F. “Nephi” Griggs, founded the Ore-Ida brand. This narrative has unfolded amidst a tournament filled with few major upsets, making it a standout storyline. Although tater tots have made headlines, Saunders emphasizes that the team’s performance on the court is what drives their success.

“I think the reason we’re here is to play basketball,” Saunders said. “You win [at] basketball, good things happen off the court.” The Cougars approach games with a fast-paced style, ranking 23rd nationally in 3-point attempts and 10th in offensive efficiency according to KenPom rankings.

With the tournament drawing attention, Ore-Ida has announced a nationwide giveaway of tater tots during BYU’s Sweet 16 game. If the Cougars secure their first national championship, the company plans to launch a limited-edition product named “Richie’s Tater Shots,” inspired by Saunders’ jumper. “It’s been a super-fun partnership,” he said. “It’s been so random, but so awesome.”

As BYU gathers momentum through the tournament, the sales of tater tots have skyrocketed, particularly in Utah County. “Tater tots have been sold out in Utah County this whole week,” Saunders told reporters.

While some may worry that the focus on tater tots could distract the players, Coach Young encourages his team to embrace these opportunities in the context of the NCAA’s Name, Image, Likeness (NIL) policies. “Balancing all that has been interesting,” Saunders stated. “Usually, I like to just focus on basketball during the season.”

The future looks bright for BYU as they prepare for the upcoming matchup, aiming for a deeper tournament run fueled by their unique connection to a crispy comfort food. The excitement continues to build around both the team and the tater tot phenomenon that has become synonymous with their tournament journey.