BYU’s Richie Saunders’ NIL deal with Ore-Ida has a legendary backstory
BYU’s Richie Saunders isn’t just a rising star on the basketball court—he’s also part of a legacy that’s deeply ingrained in American food history.
Thanks to his great-grandfather, F. Nephi Grigg, Saunders is connected to iconic snack food and it comes full circle. Saunders now celebrates an exclusive NIL deal with Ore-Ida, one of the top manufacturers of tater tots, his family’s own creation. Saunders is bringing the story to the forefront of March Madness
Grigg co-founded Ore-Ida and invented the potato bites in 1953. His ingenuity with leftover potato scraps revolutionized the frozen food industry in a post-war era. Today, the company paying homage to both Oregon and Idaho, controls the copyright to the name “Tater Tots,” and Saunders’ connection to the brand is part of the lasting impact of his family history.
The NIL deal isn’t just a historical nod—it’s creative marketing move. After both of BYU’s wins in the NCAA tournament, Ore-Ida kicks off a 30-minute “Tot Clock,” giving fans a limited-time chance to claim free Tater Tots.
One of the most interactive campaigns tied into tournament excitement, giving fans a way to celebrate the Cougars’ success. As Saunders leads BYU through March Madness, the “Tater Tot Heir” is putting his family legacy in the spotlight, creating a unique connection between fans and foodies.
The spotlight is on Saunders and the Cougars to advance through the tournament. Ore-Ida’s partnership with Saunders adds a personal touch to the hype.
“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,” Ore-Ida wrote on X (Formerly Twitter). Saunders’ clever marketing, including a photoshoot mimicking Michael Jordan’s iconic Nike campaign, ensures that the focus stays on BYU
