BYU's Richie Saunders Honors Family Legacy with NIL Deal: Ore-Richie Tater Tots Take Center Stage in NCAA Tournament

BYU Cougars' Rising Star Blends Basketball and Branding

BYU forward Richie Saunders is making waves both on and off the court with a unique Name, Image, and Likeness (NIL) deal that pays homage to his family's culinary legacy. The sweet-shooting junior's performance in the NCAA Tournament has sparked a delicious corporate rebrand that's capturing national attention.

From Tater Tots to Tournament Hero

The 6'5" wing dropped 25 points against Wisconsin in the Round of 32, continuing a breakout tournament that traces its roots back to the 1950s. Saunders' great-grandfather, Francis Nephi Grigg, co-founded frozen food giant Ore-Ida - the company that invented the iconic Tater Tot.

Ore-Ida announced the temporary rebrand to "Ore-Richie" through their official Twitter account:

"We are changing our name for the first time EVER. You can address us as Ore-Richie for as long as the Tot King is in the tournament. Let's cook 🔥"

Sweet 16 Incentives

The creative partnership includes:

• Temporary company rebranding throughout BYU's tournament run
• Promise of limited edition "Richie's Tater Shots" if BYU wins the national championship
• Previous commitments for free Tater Tot giveaways after Cougar victories

The deal has already created memorable moments, with Saunders' teammates celebrating their First Round win over VCU with a spontaneous "tater tots" chant in the locker room.

What's Next?

Saunders and the 4th-seeded Cougars face Alabama in Thursday night's Sweet 16 matchup (7:09 PM ET). A BYU victory would:

• Extend the Ore-Richie rebrand
• Keep the Tater Tot promotion alive
• Move the team one step closer to triggering the special edition product release

This story combines NCAA Tournament drama with corporate creativity, family history, and of course, America's favorite potato product - making it one of the most delicious subplots of March Madness 2025.