By CBSS Staff Writer | June 1, 2025
In a move that’s shaking up the college football landscape, CBS Sports has confirmed that BYU star running back LJ Martin has signed a groundbreaking three-year, $66.7 million extension with the Brigham Young University Cougars. The deal not only cements Martin’s role as a cornerstone of the program but also makes him the highest-paid player in BYU football history—and possibly the most financially rewarded athlete in NCAA history under the Name, Image, and Likeness (NIL) framework.
The Rise of a College Football Star
Martin, a junior from El Paso, Texas, has skyrocketed to stardom over the past two seasons. After joining BYU in 2023 as a relatively low-profile recruit, he quickly proved his doubters wrong. By the end of his freshman season, he had racked up over 1,200 rushing yards and 10 touchdowns, earning All-Big 12 honors and catching the attention of fans, scouts, and analysts alike.
But it was his 2024 sophomore season that elevated him to legendary status in Provo. Martin rushed for a staggering 1,786 yards and 18 touchdowns, while adding 431 receiving yards and five more scores. His powerful running style, elite vision, and ability to deliver in high-pressure moments landed him a spot as a Heisman Trophy finalist and helped lead BYU to a Top 10 national ranking their highest since joining the Big 12 Conference.
Breaking Down the $66.7 Million Deal
Sources close to the program and verified by CBS Sports report that Martin’s three-year deal is structured through a mix of direct NIL compensation, endorsements, and equity in BYU-aligned partner companies.
Contract Breakdown:
- Duration: 3 years
- Total Value: $66.7 million
- Average Annual Value: $22.23 million
- Guaranteed NIL Compensation: $55 million
- Performance Bonuses: $6.7 million
- Equity/Endorsements: Approximately $5 million
This contract places Martin ahead of past BYU legends like Steve Young, Ty Detmer, and Zach Wilson players who went on to successful NFL careers but never saw this level of financial return while still in college.
Athletic Director’s Response
BYU Athletic Director Tom Holmoe praised Martin’s extension in a public statement:
“LJ Martin isn’t just an exceptional athlete he embodies what BYU stands for: discipline, commitment, integrity, and excellence. His decision to stay, despite NFL opportunities and other top-tier offers, speaks volumes. This agreement is proof that BYU is not only competing at the highest level, but leading the way into the future of college sports.”
A Personal Commitment
At a press conference held at LaVell Edwards Stadium, Martin addressed reporters with humility and pride:
“This isn’t about the money. It’s about trust in my coaches, teammates, and the Cougar family. I could’ve gone pro. I had other offers. But BYU believed in me from day one. I’m giving it everything I’ve got to bring a national championship back to Provo.”
Martin’s decision stands out in an era where many top athletes enter the transfer portal or declare early for the NFL Draft. Sources say several high-profile SEC and Big Ten programs made multi-million dollar NIL offers, but Martin chose to stay loyal to BYU.
Immediate Impact on the Program
Martin’s extension is already having ripple effects across the BYU community:
- Season ticket sales have jumped 35% overnight, reaching all-time highs.
- Recruiting momentum has spiked, with multiple Top 100 recruits expressing renewed interest in BYU.
- Merchandise sales, particularly Martin’s jersey, have soared tenfold.
- New corporate partnerships—including deals with Nike, Mountain America Credit Union, and Deseret First Credit Union—are either in negotiation or being significantly expanded.
This move signals a dramatic shift in BYU’s identity from a respected underdog to a Big 12 powerhouse willing to invest aggressively to retain top talent.
A New NIL Milestone
As NCAA NIL guidelines continue to evolve, Martin’s extension is being seen as a game-changer. Industry insiders believe it sets a new bar for athlete compensation and may inspire similar megadeals at other major programs.
Paul Finebaum, ESPN college football analyst, commented:
“We’re witnessing the end of amateurism as we know it. LJ Martin just went pro while staying in school. BYU’s message is clear: adapt to the future or fall behind.”
NFL Prospects Still Looming
Though Martin is committed to BYU through 2027, the NFL remains in the cards. Scouts from multiple franchises project him as a first-round pick, with some even eyeing him as the top running back in the 2026 or 2027 NFL Draft.
For now, Martin insists his focus is on BYU and bringing home a national title not draft stock.
Cougar Nation Celebrates
In Provo and beyond, fans celebrated Martin’s decision with overwhelming excitement. The BYU Bookstore sold out of Martin jerseys within hours, and a spontaneous crowd gathered outside the stadium last night chanting, “LJ! LJ! LJ!”
On X (formerly Twitter), @BYUFanatic22 posted:
“We just signed Superman. This isn’t just a win for BYU football it’s a message to the world. Let’s go, Cougars!”
What’s Ahead?
With Martin secured, BYU enters the 2025 season as a national title contender. The team returns a veteran offensive line, key playmakers on both sides of the ball, and renewed energy across the program.
Their season opener against Texas Tech is already being billed as the “Battle of the Big 12” and is expected to receive major national coverage thanks to Martin’s headline-grabbing extension.
Final Thoughts
LJ Martin’s $66.7 million extension is more than a record contract it’s a defining moment for BYU, college football, and the future of amateur athletics. Martin’s talent, leadership, and loyalty have now been matched by a groundbreaking deal that redefines what’s possible for student-athletes.
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