Some players thrive under pressure. BYU’s Richie Saunders prefers something a bit different: the deep fryer.
The tough forward who helped BYU make it to the Sweet 16 is a descendant of the man who invented tater tots. Saunders landed an endorsement deal, which has him in ads and gives out free tater tots whenever BYU wins in the NCAA Tournament.
BYU is hungry for more.
“When all you eat is tater tots,” Saunders said, “it definitely makes it easier.”
The famous side dish has become a regular on the BYU lunch tray.
BYU coach Kevin Young was surprised it took so long for tater tots to make it to the menu. Saunders has teamed up with the frozen food company Ore-Ida — or should we say Ore-Richie during BYU’s tournament run — becoming the most well-known potato spokesperson since Napoleon Dynamite. The team enjoys the crispy snack, from those who’ve eaten them with hamburgers and hot dogs to players who are trying them for the first time.
“It was good. It’s potato, I guess,” said Russian player and five-star recruit Egor Demin. “I found out that it’s potato. I always thought it’s something sweet.”
BYU has become the talk of the tournament during March Madness, reaching the Sweet 16 for the first time since Jimmer Fredette led them there in 2011. They haven’t made it to a regional final since 1981 and could do so with a win against second-seeded Alabama on Thursday at the Prudential Center in New Jersey.
Saunders, with his tater tot connection — his great-grandfather, F. “Nephi” Griggs, founded Ore-Ida — has become one of the unexpected stories of the tournament, which hasn’t seen many surprising upsets. Saunders is quick to point out that while tater tots are big business for the Big 12’s Most Improved Player, BYU’s success isn’t just about eating carbs.
BYU plays fast, focusing on 3-point shots, where they rank 23rd in the nation in attempts, and easy baskets in the paint, which has helped them rank 10th in the KenPom offensive efficiency rankings.
“I think the reason we’re here is to play basketball,” Saunders said. “You win (at) basketball, good things happen off the court.”
BYU and Wisconsin in the 2nd halfThe good luck has been a big deal for Saunders
Ore-Ida not only changed its name in honor of Saunders, but the company is giving away free tots across the country from tipoff to the final buzzer of BYU’s Sweet 16 game. If BYU wins their first national championship — they’re 80-1 longshots, according to BetMGM Sportsbook — Ore-Ida will release a new limited-edition product: “Richie’s Tater Shots,” inspired by his shot.
“It’s been a super-fun partnership,” Saunders said. “It’s been so random, but so awesome. They’ve been super good.”
Saunders’ connection to the tater tot became big news during the Big 12 Tournament, and the story followed him last weekend to Denver, where BYU beat VCU and third-seeded Wisconsin. Saunders — who’s averaging 20.5 points, 5.5 rebounds, and 1.5 assists in the tournament — not only studied the game plan but took on a potato pitch.
“I think Ore-Ida has done a really good job because they jumped on the ship real quick,” he said. “They flew a team to Denver when we were there. I think a lot of it is up to them if they want to try to cash in just like I feel like they have. Tater tots have been sold out in Utah County this whole week.”
While some coaches might worry about the tots being a distraction, Young told his players to embrace all the new chances in the NIL world.
“Balancing all that has been interesting, especially during a time like this where your focus needs to be so high,” Saunders said. “Usually, I like to just kind of segment myself. I’m going to worry about NIL and all that stuff after the season. (Young) has kind of helped me, for example, being a professional basketball player, you have to have these kinds of conversations during the season.”
BYU and Wisconsin in the 2nd halfThis is just the beginning for BYU: Win or lose against the Crimson Tide, the Cougars will have top recruit AJ Dybantsa next season, who made headlines this year after signing an NIL deal with BYU reportedly worth between $5 million and $7 million.
Not everyone is a fan of the tater tot: Three-time AP NFL Defensive Player of the Year JJ Watt — who played college football at Wisconsin — posted on social media that he was “boycotting tater tots for the next 48 hours” after BYU beat the Badgers last weekend.
That’s good news in Utah and for all the BYU fans. More tots for everyone else!
“It’s kind of funny to have tater tots be like the whole thing with the whole team now,” BYU guard Trevin Knell said. “Every time we go to team meals, we’re always joking about, where’s the tater tots. But shout-out to Richie and his great-grandpa, honestly.”
