Jake Retzlaff Files to Trademark “BYJew” Nickname Amid NIL Success
Jake Retzlaff, the BYU quarterback who gained national attention for his stellar play and unique NIL deal with Jewish food brand Manischewitz, has filed to trademark his popular nickname, “BYJew”. The moniker, which Retzlaff and his older brother Reggie coined to celebrate his status as the first Jewish quarterback to play for Brigham Young University, has gained traction beyond the campus.
The nickname became more widely recognized as Retzlaff led the Cougars to a 10-2 regular-season record, including a remarkable 9-0 start that brought the team into the conversation for the expanded College Football Playoff. In a filing with the United States Patent and Trademark Office on October 27, “BYJew” was officially registered for use in marketing services related to promoting third-party products, starting from December 4, 2023, and for T-shirt designs on October 1.
The nickname has sparked a wave of merchandise, particularly T-shirts, sold by various vendors, including the Chabad of Utah County, which donates all proceeds to community efforts. Retzlaff has publicly supported these efforts, linking to the merchandise on his Instagram. However, other brands have also capitalized on the “BYJew” trademark, prompting Retzlaff to secure the rights to ensure he can profit from it while remaining compliant with NIL regulations.
Retzlaff’s decision to trademark his nickname aligns with the ongoing shift in college athletics due to the NIL (Name, Image, and Likeness) rights. The trademarking of “BYJew” puts Retzlaff in a position to profit from his unique identifier, similar to past iconic athletes like Brian “The Boz” Bosworth, Johnny “Johnny Football” Manziel, and Tyrann “Honey Badger” Mathieu.
In a related move, Retzlaff recently signed a NIL deal with Manischewitz, which includes content featuring Retzlaff promoting the brand’s food products and sharing his personal stories about his Jewish heritage. The collaboration also includes limited-edition matzo boxes bearing Retzlaff’s likeness.
On the field, the sophomore quarterback had an impressive season, throwing for 2,796 yards and 20 touchdowns (with 10 interceptions), while also rushing for 388 yards and three touchdowns. As the No. 17 BYU Cougars prepare for the Alamo Bowl on December 28 against No. 20 Colorado, Retzlaff’s strong season is one of the many factors propelling the team forward, with their upcoming game also expected to showcase future NFL talent in Travis Hunter and Shedeur Sanders from the Buffaloes.