BYU’s Richie Saunders Scores Tater Tot NIL Deal Ahead of NCAA Tournament

DENVER, Colorado — BYU basketball junior guard Richie Saunders is making headlines as he enters the NCAA Tournament, not just for his on-court performance but also for his unique connection to tater tots. Saunders has signed a Name, Image, and Likeness (NIL) deal with Ore-Ida Potatoes, a leading frozen food brand.

The campaign, dubbed “Heir Richie,” is part of a promotional effort that offers free tater tots for every NCAA Tournament game BYU wins. Fans can claim their tots for 30 minutes after each victory by registering via a link shared on Ore-Ida’s Instagram page.

Saunders’s connection to the tater tot is particularly significant: his great-grandfather, F. Nephi Grigg, is a co-founder of Ore-Ida and credited with inventing the beloved snack. Saunders expressed surprise at the rapid rise of his fame stemming from this family legacy. “It’s hilarious. I don’t know where that came out of. It came out of nowhere,” he said. “We’ve had a lot of laughs just in our house about it.”

The excitement surrounding the tater tot deal began when Michael Mower, a Senior Advisor for Governor Spencer J. Cox, tweeted about the connection. “Fun fact: Richie Saunders’s great grandfather invented the tater tot,” he noted, celebrating both Saunders’s talent and family heritage.

As the Cougars prepare for their first-round game against No. 11 seed VCU on March 20 at 2:05 p.m. MDT, the tater tot narrative has become a talking point among fans and analysts alike. Ore-Ida joined in on the fun, tweeting, “When the tot king speaks, we listen,” in response to the growing buzz.

Saunders’s family background in the food industry has garnered significant media attention, far exceeding the typical attention given to athletes during tournament play. With BYU’s chances in the tournament as unpredictable as ever, any success could amplify the stories of both the player and his family’s culinary invention.

BYU fans are already celebrating their team’s potential success. Local restaurant Chubby’s is capitalizing on the excitement by adding tater tots to their menu for the duration of BYU’s March Madness run.

The spotlight is not merely on the tater tots; it’s also on BYU’s performance in the tournament. The Cougars are known as the program with the most NCAA Tournament appearances without reaching the Final Four, a fact that provides both pressure and motivation as they enter this year’s competition.

“We’ve got to show up, show who we are, and dominate right away,” said Saunders. His confidence reflects the urgency felt by the team as they aim for advancement against a formidable opponent in VCU.

Saunders will not only be competing for victory on the basketball court but also carrying the legacy of a uniquely American snack on his shoulders. Each win for BYU could translate into free tater tots for fans, intertwining sport and culinary history and making this NCAA Tournament a memorable one for Saunders and the entire BYU community.