BAYONNE, NJ — Manischewitz, which began as a matzo bakery and turned into a kosher food provider, announced a NIL (Name, Image and Likeness) sponsorship deal with Jake Retzlaff, starting quarterback for the Brigham Young University (BYU) Cougars and the first Jewish quarterback in the history of BYU.
The sponsorship celebrates Retzlaff’s trailblazing role as a cultural ambassador and athlete in tandem with Manischewitz’ commitment to quality, tradition and inclusivity. As the Cougars are experiencing their best season in over 20 years — currently a 10-2 record — Retzlaff’s leadership has elevated the team and garnered national attention.
As a renowned Jewish brand with a legacy dating back to 1888, the deal acknowledges Retzlaff’s story of becoming a symbol of pride for nationwide Jewish communities. The partnership with the college athlete brings heightened visibility to Jewish identity in spaces where it is rarely represented.
“Manischewitz has always been part of my life,” Retzlaff said. “I grew up with matzo with peanut butter as my favorite snack, and every Passover, my family and I made matzo pizza together. At Chanukah time, our tradition was making potato latkes. Now, at BYU, I’m able to share these traditions with my teammates. This partnership is about more than football — it’s about creating connections and celebrating Jewish pride in ways I never expected.”
“This partnership represents everything the brand aspires to be — celebrating our heritage and bringing awareness to Jewish food and excellence.” — Shani Seidman | CMO | Kayco
The NIL deal includes:
Jake Retzlaff Matzo Boxes: The limited-edition, collectible matzo boxes feature Retzlaff and celebrate the intersection of athletic achievement and cultural heritage. The new product will be available through a special giveaway to fans and communities.
Content Creation: Retzlaff will share his story and connection to Manischewitz through engaging video content that includes nostalgic recipes, cultural anecdotes and holiday traditions.
“We are so proud to welcome Jake officially into the Manischewitz family this holiday season,” said Shani Seidman, CMO of Kayco, the parent company of Manischewitz. “He is such an inspiration, and we are honored to support his exciting football career and dream. This partnership represents everything the brand aspires to be — celebrating our heritage and bringing awareness to Jewish food and excellence.”
The NIL partnership was made possible by Eitan Levine, a famous writer, comedian, and cultural connector whose work has been featured on The Daily Show, Late Night with Stephen Colbert, Jimmy Kimmel Live, and The New York Times. Levine — known for his viral “Jewish Man on the Street” videos and work with brands like Amazon Prime Video Sports and Sony — saw the opportunity to spotlight Retzlaff’s story to uplift the Jewish community.
“Jake Retzlaff is a story we rarely see — a Jewish athlete thriving in one of the least likely environments for our community,” Levine said. “His success is a reminder of the power of representation and pride. Partnering with Manischewitz was a perfect fit, and it’s been amazing to see how his story has resonated nationally. This isn’t just a sponsorship; it’s a moment of cultural celebration.”
Manischewitz’ sponsorship of Retzlaff will continue through 2024’s academic year, with additional collaborative content, holiday moments and charitable initiatives available for consumers.
