BYU Partnered With Investment Firm PV3 Enterprises

The Provo university announced a naming rights deal for its football field and new NIL opportunities for athletes.

Updated on Oct. 9, 2026 in Football

BYU Partnered With Investment Firm PV3 Enterprises

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BYU has officially entered a partnership with Salt Lake City-based investment firm PV3 Enterprises. The agreement includes naming the field at LaVell Edwards Stadium as PV3 Field.

Why it matters

The collaboration aims to provide necessary financial support to help the university maintain a competitive standing in the current landscape of college athletics.

The partnership includes NIL agreements for over 40 athletes and the placement of firm branding on the 25-yard line. BYU enters the transition with a 4-0 record.

The players

PV3 Enterprises

An investment firm based in Salt Lake City that has secured naming rights for the field at LaVell Edwards Stadium.

Mark Hancock

A partner at PV3 Enterprises who previously graduated from BYU with both a bachelor's degree and an MBA.

Jason Murray

A partner at PV3 Enterprises involved in the strategic investment firm.

LJ Martin

A BYU athlete who is expected to miss more than a month of play due to an injury.

The details

Beyond the renaming of the field in Provo, the deal grants BYU athletes access to an NIL program and positions within the firm's business portfolio. The agreement also earmarks funding for upgrades to BYU football facilities.

1999: Mark Hancock earned his bachelor's degree from BYU.
2001: Mark Hancock earned an MBA from BYU.
August 2026: Sitake began reporting to a university vice president.
October 9, 2026: BYU officially announced the partnership with PV3 Enterprises.
October 17, 2026: BYU is scheduled to play Notre Dame.

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Season Trajectory

This partnership reflects the growing necessity for programs to secure private backing to remain competitive in an era where NIL capacity directly influences recruiting success. The deal provides a stable framework for the football team while managing the challenges posed by current player injury timelines.

The partnership provides a defined NIL pipeline for over 40 athletes, which may influence roster retention and development during the remainder of the undefeated season. Fans should note that the branding will be visible on the 25-yard line during home games at LaVell Edwards Stadium.

The takeaway

Schools are increasingly integrating corporate investment directly into their stadium infrastructure and athlete compensation models. This shift highlights how private business partnerships have become essential for maintaining athletic program success.