Manischewitz, a renowned kosher food provider with a legacy dating back to 1888, recently announced a groundbreaking NIL (Name, Image and Likeness) sponsorship deal with Jake Retzlaff, the starting quarterback for the Brigham Young University (BYU) Cougars and the first Jewish quarterback in the history of BYU. This partnership celebrates Retzlaff’s trailblazing role as a cultural ambassador and athlete, as well as Manischewitz’s commitment to quality, tradition, and inclusivity.
As the Cougars are experiencing their best season in over 20 years with a current record of 10-2, Retzlaff’s leadership has elevated the team and garnered national attention. The sponsorship acknowledges Retzlaff’s journey as a symbol of pride for Jewish communities across the nation and brings heightened visibility to Jewish identity in spaces where it is rarely represented.
Reflecting on his personal connection to Manischewitz, Retzlaff shared, “Manischewitz has always been part of my life. I grew up with matzo with peanut butter as my favorite snack, and every Passover, my family and I made matzo pizza together. At Chanukah time, our tradition was making potato latkes. Now, at BYU, I’m able to share these traditions with my teammates. This partnership is about more than football — it’s about creating connections and celebrating Jewish pride in ways I never expected.”
Shani Seidman, CMO of Kayco, the parent company of Manischewitz, expressed pride in welcoming Retzlaff into the Manischewitz family during the holiday season. She highlighted that the partnership represents the brand’s commitment to celebrating heritage and raising awareness of Jewish food and excellence.
The NIL deal includes various elements such as limited-edition Jake Retzlaff Matzo Boxes, which celebrate the intersection of athletic achievement and cultural heritage. Additionally, Retzlaff will engage in content creation, sharing his story and connection to Manischewitz through video content that includes nostalgic recipes, cultural anecdotes, and holiday traditions.
The partnership was made possible by Eitan Levine, a prominent writer, comedian, and cultural connector known for his work on platforms like The Daily Show, Late Night with Stephen Colbert, Jimmy Kimmel Live, and The New York Times. Levine, recognized for his viral “Jewish Man on the Street” videos and collaborations with brands like Amazon Prime Video Sports and Sony, saw the opportunity to spotlight Retzlaff’s story to uplift the Jewish community.
Levine emphasized the significance of Retzlaff’s success as a Jewish athlete thriving in an unexpected environment and the power of representation and pride. The partnership with Manischewitz serves as a platform for cultural celebration and resonance on a national level.
The sponsorship of Retzlaff by Manischewitz will continue through the academic year of 2024, with plans for additional collaborative content, holiday moments, and charitable initiatives for consumers to enjoy. This partnership exemplifies the brand’s dedication to celebrating heritage, promoting inclusivity, and supporting exceptional individuals like Jake Retzlaff in their endeavors.