“It’s Not About the Money”: Sitake Rejects $10 Million Endorsement Offer
In an era where college football is increasingly influenced by big-money deals and high-stakes endorsements, BYU head coach Kalani Sitake just reminded the world that integrity still has a place in the game.
On Tuesday, Sitake shocked fans and media alike by turning down a staggering $10 million endorsement deal—a decision that’s rare in today’s sports landscape. The offer reportedly came from a major national brand looking to capitalize on Sitake’s rising profile and the growing popularity of BYU football. But despite the eye-popping figure, Sitake wasn’t swayed.
“I didn’t get into coaching for money,” Sitake said during a press conference. “My responsibility is to these young men, this university, and to the mission we believe in here. No dollar amount can change that.”
The deal could have made Sitake one of the highest-paid figures in college sports endorsements, but his decision sends a loud message: values over vaults. It’s not just about football for Sitake—it’s about mentorship, leadership, and creating a culture that fosters growth both on and off the field.
His loyalty to BYU and its mission is well-documented. A proud alumnus of the university, Sitake has long spoken about his desire to give back to the program that shaped him. Under his leadership, BYU has seen renewed energy, a strong locker room culture, and consistent success on the field. For many coaches, success becomes a stepping stone to personal gain. For Sitake, it’s a platform to build something bigger than himself.
Fans have responded with overwhelming support. Social media exploded with praise, calling Sitake a “rare breed” in modern coaching. One fan tweeted, “You don’t see this kind of character in college football anymore. Kalani is the real deal.” Another said, “Ten million dollars turned down… and I’d still bet he sleeps better than most coaches tonight.”
While some may question the decision from a financial standpoint, Sitake’s move may actually increase his appeal and long-term value. Brands and institutions are always looking for leaders who stand for something bigger than the bottom line. In a world where reputations can be bought and sold, authenticity is priceless—and Sitake just proved he has it in abundance.
Of course, not everyone would make the same call. And Sitake himself acknowledged that. “I’m not judging anyone who takes those deals,” he added. “But for me, my calling is here. That’s where my heart is.”
It’s not every day that a headline like this breaks in college football. But Kalani Sitake isn’t your everyday coach. In turning down $10 million, he may have just given a masterclass in leadership, principle, and purpose. And that’s something you can’t put a price tag on.
