The men’s basketball NCAA Tournament is renowned for spotlighting unique player stories. In a time where name, image, and likeness compensation is available, these narratives can lead to unprecedented opportunities. One notable example this March Madness was BYU Cougars forward Richie Saunders, who became the focus due to his lineage as the great-grandson of Ore-Ida co-founder and Tater Tots inventor, Francis Nephi Grigg. This connection resulted in an extraordinary NIL deal with Ore-Ida.
This revelation gained traction after ESPN announcer Roxy Bernstein mentioned it on-air during a Big 12 tournament broadcast on March 12. The buzz was immediate:
BYU’s Richie Saunders great grandfather invented tater tots??
Learn something new every day.
pic.twitter.com/6t8AVcEcmA— Mark Titus Show (@MarkTitusShow) March 13, 2025
Following this on-air mention, Ore-Ida promptly established a substantial partnership with Saunders ahead of the NCAA Tournament. The collaboration included recreating a famous Michael Jordan “Air Jordan” Nike image featuring “Heir Richie” Saunders alongside Tater Tots. Here’s the memorable “Heir Richie” image:
Beyond the iconic image, Ore-Ida executed numerous engaging initiatives as part of this NIL deal. They offered fans free tater tots via a “shot clock” promotion following BYU victories and throughout their Sweet 16 game, launched limited-edition “Richie’s Tater Shots” featuring him on the packaging, transformed their name to “Ore-Richie” during BYU’s tournament run, and enlisted Jon Heder of Napoleon Dynamite fame to distribute tots at the Cougars’ Sweet 16 match.
In the aftermath of this campaign, Jackie Britva, Sr. (the senior brand manager for Ore-Ida) discussed the initiative via email with Awful Announcing. She indicated that the NIL deal was arranged just days after discovering Saunders’ familial ties.
“Once we realized that Richie Saunders—a rising BYU basketball star—was the great-grandson of the Tater Tots inventor and Ore-Ida founder, we recognized a distinctive opportunity to embrace and celebrate our shared heritage,” Britva explained. “Amidst the internet frenzy, we finalized a signed NIL deal within five days. Our team met him in Denver for a photoshoot prior to his first game, and his genuine love for tots made the partnership a perfect match.”
While athlete endorsement deals are common, Britva pointed out that this collaboration is unique due to Saunders’ connection with the brand. “This partnership transcends an ordinary sports deal; it celebrates our brand’s history, our commitment to innovative marketing in keeping with cultural trends, and our dedication to fans. It illustrates how authentic brand storytelling and partnerships can have a significant impact, showcasing how brands can effectively engage with fans through NIL collaborations.”
According to Britva, the attention generated around Saunders’ connection to Grigg and Tater Tots created a natural opportunity for Kraft Heinz and Ore-Ida to delve into their heritage through this partnership. “Kraft Heinz holds a diverse portfolio of iconic brands, and Ore-Ida, with its 70-year history, is among them,” she stated. “This partnership with Richie Saunders allowed us to present our brand heritage in an innovative manner—many remain unaware that Ore-Ida’s founder created the Tater Tot—while reaching a new audience across sports, culture, entertainment, and beyond.”
For Britva, the image reminiscent of Jordan was another significant nod to history. “Partnering with the great-grandson of our founder, over 70 years since the tots were invented, was incredibly fulfilling. The Heir Richie campaign’s key visual offered another layer to this storytelling by reimagining the iconic Jordan image that symbolizes excellence in sports,” she remarked. Britva emphasized the image’s effectiveness due to its intersection between sports history and Saunders’ personal story.
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“It positions Richie as both a rising basketball talent and the heir to the Ore-Ida legacy. This play on words (air vs. heir) and the visual execution successfully tied the past to the present in a manner that is both culturally relevant and recognizable, strengthening the brand’s legacy while keeping it modern and engaging.”
This partnership was especially impactful during March Madness, as BYU progressed to the Sweet 16, where they ultimately lost to Alabama. Britva noted the immense potential for brands to adapt agilely during a tournament characterized by its surprising moments. “This event showcases the pinnacle of college basketball, drawing millions of viewers nationwide. It’s fueled by unpredictability and compelling narratives that draw in fans and create sports history.”
A crucial factor for brands during this period is that the stars, teams, and moments often resonate well beyond the immediate fanbase. “For brands like Ore-Ida, it offers a prime chance to engage authentically with passionate audiences in ways that are culturally relevant,” Britva stated. “Today, sports discussions dominate social media, and unexpected narratives can swiftly go viral across platforms. Observing the buzz around Saunders and Ore-Ida permeate into everyday pop culture was truly incredible.”
The evolving NIL landscape has blurred the lines between collegiate and professional athletes, but Britva maintains that opportunities remain for brands to collaborate with college athletes, especially given their strong community connections. “Partnering with a student-athlete like Richie Saunders via an NIL deal is impactful as college athletes are relatable and inspire undeniable pride in their schools and communities,” she asserted. “Richie’s narrative—being the great-grandson of the Tater Tots inventor—extends far beyond the sports field, forging a compelling link between his legacy and ours.”
While the NIL landscape is back in the midst of ongoing major debate and remains a point of contention, Britva views it as a significant advantage for both student-athletes and brands. “The NIL era has fundamentally transformed the landscape for both parties, enabling brands to tap into rising talent and connect with younger demographics in previously unattainable ways, while providing college athletes with essential opportunities to earn income as they support their education and athletic pursuits.”
