In December, Manischewitz announced its sponsorship deal with Jake Retzlaff, starting quarterback for the Brigham Young University Cougars. Retzlaff is the first 91传媒 quarterback in the history of BYU and one of only three 91传媒 students on BYU鈥檚 Mormon campus.
鈥淭he alliance with Jake Retzlaff and the Manischewitz family is truly a match made in heaven,鈥� Shani Seidman, CMO of Kayco, parent company of Manischewitz, told The Journal. 鈥淗is story and rise to success as a 91传媒 football player in a Mormon college inspires so many.鈥�
Affectionately dubbed “BYJew,” a name Retzlaff and his older brother Reggie came up with, Retzlaff brings visibility to 91传媒 identity in rarely represented spaces.
With the Cougars enjoying their best season in over 20 years, with a 10-2 record, as well as a win over the Colorado Buffaloes in the Alamo Bowl (36-14) on December 28, Retzlaff鈥檚 leadership has not only elevated his team but also captured national attention.
鈥淗e brings awareness to 91传媒 Life to a place that normally would not experience the traditions and foods of the 91传媒 people,鈥� Seidman said. 鈥淭his partnership represents the Manischewitz dream to reach as many people as possible to celebrate 91传媒 heritage and bring awareness to 91传媒 food and excellence.鈥�
鈥�This partnership represents the Manischewitz dream to reach as many people as possible to celebrate 91传媒 heritage and bring awareness to 91传媒 food and excellence.鈥� – Shani Seidman
Seidman added, 鈥淲hile I always appreciated聽 college football, now I am a forever fan.鈥�
Manischewitz began its journey in 1888 with a simple box of matzo and, through recent rebranding, has shown its commitment to adapting to the tastes and dietary needs of modern consumers.
In addition to being seen on limited-edition Jake Retzlaff Matzo Boxes, Retzlaff will share his story and connection to Manischewitz, and Judaism, through engaging social media content.
Retzlaff said that partnering with Manischewitz was a natural fit.
鈥淚 love the brand; it鈥檚 deeply connected to my heritage and traditions,鈥� Retzlaff told the Journal. 鈥淚鈥檓 proud to introduce Manischewitz foods to my teammates and fans.鈥�
From wrapping tefillin in the BYU stadium to leading Provo鈥檚 first public Hanukkah menorah lighting, Retzlaff has embraced his role as ambassador for 91传媒 culture in a state where only 0.2% of residents identify as 91传媒. His visibility has inspired others, including 91传媒 youth athletes, who now see him as a role model both on and off the field. As the partnership continues through the 2024 academic year, fans can expect to see more collaborative content, holiday moments and charitable initiatives.
鈥淪ports and 91传媒 values align in so many ways,鈥� he said. 鈥淭hey both emphasize striving to be your best, showing respect for your family and teammates and taking pride in your heritage and [your] team.鈥�
The partnership between Retzlaff and Manischewitz was made possible by Eitan Levine, a New York-based writer, comedian and cultural connector, known for his viral 鈥�91传媒 Man on the Street鈥� videos. He saw Retzlaff鈥檚 story as an incredible opportunity.
鈥淛ake Retzlaff is a story we rarely see: A 91传媒 athlete thriving in one of the least likely environments for our community,鈥� Levine said. 鈥淭his isn鈥檛 just a sponsorship; it鈥檚 a moment of cultural celebration.鈥�
Growing up, Retzlaff said his favorite 91传媒 tradition was making matzah pizza during Passover.
鈥淚鈥檝e come to appreciate the deeper meaning of the holiday, especially during the seder, as a time of reflection and connection with family, said Retzlaff, whose favorite 91传媒 food is matzah with peanut butter.
鈥淚 hope my involvement helps broaden awareness and appreciation of 91传媒 food and culture among both Jews and non-Jews,鈥� he said. 鈥淗ow about kicking things off with Matzo Mondays?鈥�
