Jason McGowan may not be a household name yet, but he is emerging as a significant force behind BYU’s football program. Private citizens without direct ties to football are increasingly funding athletic departments, and this shift illustrates exactly how individual boosters can impact a team’s future in the modern era.
How Is Jason McGowan Financially Backing BYU?
As the coaching carousel spins, BYU head coach Kalani Sitake is drawing serious attention. Schools like Penn State reportedly tried to lure the 50-year-old away. In 10 years, Sitake has led his alma mater to an 83-44 record and a 5-2 bowl record.
The Cougars are 22-3 over the past two seasons, with a Big 12 championship matchup against Texas Tech ahead. BYU’s offense, led by freshman Bear Bachmeier, ranks 25th in the PFSN Offense Impact Rankings for efficiency and production.
In 2017, McGowan and his cousin Sawyer Helmsley started Crumbl Cookies while Helmsley attended Utah State University. Eight years later, Crumbl has over 1,000 stores nationwide. Crumbl’s popularity swept the country while it maintained a strong social media presence.
“Get ready for a season full of fun, cutie!”
get ready for a season full of fun, cutie! 🎄🎅 pic.twitter.com/oRJTtPsUwL
— Crumbl (@crumbl) December 2, 2025
This success motivated McGowan to support BYU football actively. When Penn State initially pursued Sitake, McGowan demonstrated how influential boosters can utilize their resources to help retain key figures in their alma mater’s football program.
“Some people are not replaceable. Sounds like it is time for me to get off the sidelines and get to work.”
McGowan’s wealth means a significant investment for both the program and Sitake. However, he is not the first wealthy booster to help the Cougars.
Can Boosters Like McGowan Change College Football?
Over the last couple of seasons, Cody Campbell, a billionaire oil executive and founder of The Matador Club at Texas Tech, infused millions into the NIL before the new rules and standards capped spending. Currently, the Red Raiders boast a Top 10 team with a chance to advance to the College Football Playoff.
History shows that other boosters have also changed team fortunes. For example, real estate mogul Sherwood Blount raised substantial funds for SMU in the late 1970s and early 1980s. Although that situation was controversial and later heavily penalized, it demonstrates the major impact private individuals have had on college football programs.
With clear rules and policies now in place, boosters like McGowan can legally support their programs. His involvement demonstrates how private citizens contribute to the success of teams like BYU, highlighting the evolving landscape of college football influence. Will his efforts lead to Sitake staying, or will the draw of another school be too strong?