Estimated read time: 4-5 minutes
LEHI — In recent years, name, image and likeness payments have become a hot-button issue in college athletics.
But every once in a while, a deal comes around that just makes sense — for marketing, branding, or simply a good splash on the internet.
Jewish-led food company Manischewitz would've never thought that would be their case with the starting quarterback at Brigham Young University, the flagship school of The Church of Jesus Christ of Latter-day Saints.
Until, that is, Eitan Levine stepped in.
The New York-based writer and comedian had a working relationship with Jake Retzlaff, the first-ever Jewish quarterback at BYU. And while Retzlaff's uniqueness spread far and wide across sports, his story struck an even bigger chord in the Jewish community.
But not necessarily with Maneschwitz, who signed the 21-year-old signal caller who threw for 2,947 yards and 20 touchdowns with 12 interceptions during BYU's 11-2 season to a deal promoting the uber-popular food brand on special-edition matzah boxes across the country that went live last month.
"It's just not in their wheelhouse," said Levine, who recently helped make the sports talk series 'Game Breakers' for Amazon Prime Video. "There's also a lack of middle men in some of this, where there are fewer creatives or production people to go through the route of contacting appropriate athletes for an appropriate brand."
Retzlaff's deal made a lot of sense, putting the popular quarterback who has trended across Jewish WhatsApp and group text conversations for months on his own matzah boxes — a sort of Wheaties box among the Jewish community.
It also reverberated with Retzlaff, who grew up attending a Reform synagogue in Pomona, California.
"Manischewitz has always been part of my life," Retzlaff said in a news release. "I grew up with matzo with peanut butter as my favorite snack, and every Passover, my family and I made matzo pizza together. At Hanukkah time, our tradition was making potato latkes."
The deal immediately went viral, with dozens of prominent figures posting about the deal including ESPN's Adam Schefter.
Retzlaff's story has touched the Jewish community in a similar way former BYU and Orem High receiver Puka Nacua trends among Latter-day Saint sports fans whenever he makes a great player or posts a great game for the Los Angeles Rams, Levine added.
That's why he wanted to help partner someone who has become a major face of Jewish athletics with one of the community's biggest brands.
"His story has really trended in the Jewish community," he said. "I did a video on Jake that went viral, then I did a video on Manischewitz, the largest Jewish food brand. That video went viral, too.
"I pitched (Manischewitz) a web show they picked up. After the first season of the web show, I went back to them and said, 'we've got to give Jake an NIL deal."
Retzlaff has spoken regularly of his ability to share his own faith at the faith-based university that is BYU — teammates, coaches and fans often ask him about his Jewish heritage and beliefs at a time when the Jewish community has been reeling from the Palestinian conflict.
It's similar for the Jewish comedian Levine, who will make his second visit to Utah this weekend to host a comedy night presented by the Chabad of Utah County. Levine often shares his own Jewish faith and culture with a mix of comedy.
The event, which runs Saturday from 8 p.m. to 10 p.m. at Saprea in Lehi, will include a live question-and-answer session with Retzlaff and a VIP event. Doors open at 7:30 p.m. MST.
In one video on Levine's social media, he spoke with a BYU fan near LaVell Edwards Stadium before the Cougars' home football game against Houston. In it, the guest casually mentioned that "Jews and Mormons have something in common: we both have dietary restrictions," Levine recalled.
"He had never had coffee, and I had never had shrimp," he quipped. "We couldn't really tell each other which one is better."
NIL agreements have often partnered major college athletes with big brands like Nike, Adidas and State Farm and local organizations from insurance agents to credit unions and car dealers. But Levine said Retzlaff's deal with Manischewitz may be the first NIL deal to have a "cultural" connection, centered around the athlete's Jewish faith.
"Manischewitz was the first one based on identity," Levine said. "Jake is a proud Jew, and Manischewitz is a proud Jewish company. There was a commonality, and they really met at the bridge."
