After a historic season at BYU, quarterback Jake Retzlaff has earned a unique honor that puts him in legendary company. Like Michael Jordan and Muhammad Ali, Retzlaff will have his face featured on an iconic food box. Jordan and Ali both appeared on Wheaties, famously known as “The Breakfast of Champions,” a symbol of greatness in sports.
Now, thanks to the power of NIL (Name, Image, and Likeness), Retzlaff gets his own spotlight. And while it’s not Wheaties, fans hope he turns his new deal into an actual “food for champions” moment.
Jake Retzlaff Joins Sports Legends With Iconic Food Box Feature
Retzlaff, former BYU quarterback, landed a unique sponsorship deal with Manischewitz, the company’s first-ever partnership with a college athlete. The deal features limited-edition boxes of matzah with Retzlaff’s image on them.
At 21, Retzlaff made history as BYU’s first Jewish starting quarterback. He grew up in Pomona, California, attending a Reform synagogue and was one of only three Jewish students at Latter-day Saint University in Utah.
His story gained attention for his performance on the field and for proudly embracing his Jewish identity. He was often seen wearing a Star of David necklace and was affectionately known by fans as “BY-Jew.”
This partnership came about through the NCAA’s Name, Image, and Likeness (NIL) rules, which allow college athletes to earn money through sponsorships. The matzah boxes won’t be sold in stores. They will be given away as part of a promotion that includes videos and social media content featuring Retzlaff, traditional Jewish recipes, and holiday celebrations.
Retzlaff is seen signing matzah and talking about his Jewish background in the announcement video. However, Manischewitz did not disclose the financial terms of the agreement, which runs from Hanukkah to Passover.
BYU’s Jake Retzlaff, the first Jewish starting QB in program history, has signed an NIL deal with Manischewitz, a Jewish food company.
Retzlaff’s partnership, the brand’s first-ever sports deal, runs from Hanukkah through Passover.pic.twitter.com/7rRFLjdTDA
— Front Office Sports (@FOS) December 5, 2024
Before transferring to BYU in 2023, Retzlaff played two seasons at junior college. He started the final four games that year while preserving his redshirt and became the full-time starter in 2024. However, in July 2025, he withdrew from BYU following a projected seven-game suspension related to a violation of the school’s honor code.
That suspension stemmed from a lawsuit filed in May accusing Retzlaff of rape in 2023. He denied all allegations, was never criminally charged, and the case was dismissed with prejudice on June 30 after both parties agreed to end it. In his legal response, Retzlaff admitted to premarital sex, which violates BYU’s honor code and led to the university’s disciplinary action.
Retzlaff has since transferred to the Tulane Green Wave, where he reunites with head coach Jon Sumrall, who had previously recruited him while at Troy University. Although Retzlaff chose BYU at the time, he maintained a connection with Sumrall and is familiar with much of Tulane’s coaching staff from his earlier recruitment.
