​Talk is cheap, yet it can also be priceless, all at once. For a program like BYU, the circle of life operates with disarming simplicity. Being touted as a preseason contender shapes poll positioning; that position attracts attention; attention draws viewership; viewership in turn guides kickoff times and the networks that carry the games. When these elements combine, they color the tone and tenor of the pundits, and those opinions then influence the people who decide the College Football Playoff rankings. The top 12 teams in the final poll earn spots in a grand postseason, and that dynamic leaves BYU facing two parallel battles: public relations and performance. Naturally, performance takes precedence, but the ending is often steered by the perceptions held both privately and publicly.
Thus far this season, BYU is excelling on the PR front. The Cougars come off a 12-2 campaign and feature a host of returning stars, including LJ Martin, the Big 12’s reigning Offensive Player of the Year at running back. BYU also secured the program’s highest-rated recruiting class in history and rewarded head coach Kalani Sitake with a long-term contract.
If last week’s Big 12 Media Days yielded any noteworthy takeaway, it’s the sense that the Cougars are legitimate contenders, perhaps even favorites within the conference. Stewart Mandel of The Athletic went so far as to declare BYU, in its fourth Big 12 season, as the league’s top brand. That kind of endorsement helps crystallize the favorable PR trajectory the Cougars have built heading into fall camp.
Here are the highlights of the positive PR BYU has cultivated as autumn approaches:
LJ Martin: Coming off a season where he was recognized as the best running back in the Big 12, Martin is projected to repeat as the standout runner this year, earning Preseason Offensive Player of the Year honors. That positioning means he enters 2026 already in the mix for NFL attention and national awards, including the Doak Walker Award and the Heisman Trophy, rather than spending the entire season building a reputation from scratch.
Bruce Mitchell: With a mission to feed the pipeline of BYU offensive linemen to the NFL, the veteran center opens the season on the All-Big 12 list and anchors a sizable line that should bolster Martin’s production and provide solid protection for quarterback Bear Bachmeier.
Faletau Satuala: Honored as a preseason All-Big 12 selection, the junior safety returns as BYU’s leading tackler (84) and adds three interceptions, including a 40-yard pick six at Iowa State. His foot fracture is healing, and Satuala is expected to be ready for the season opener against Utah Tech (Sept. 5).
Cade Uluave: A transfer from Cal, the preseason All-Big 12 linebacker will step into the void left by Jack Kelly, a sixth-round pick by the New York Giants. Kelly’s contributions and BYU’s defensive success during their recent 23-4 run will place a spotlight on Uluave as he asserts himself in the middle of the defense.
Keanu Tanuvasa: When interior defensive linemen chose to stay for another year of NFL preparation, BYU’s front became more solid. Tanuvasa, another preseason All-Big 12 candidate, anchors the interior line and solidifies the unit as a cornerstone of the defense.
In short, BYU’s public relations handiwork is paying dividends, shaping expectations and positioning the program as a force to be reckoned with in the Big 12. The narrative around the Cougars is strong, and with a combination of star power, strategic transfers, and a front-loaded coaching staff, that narrative aligns with the team’s on-field aspirations. The question now is whether performance on the field will keep pace with the polished image off it, and how the delicate balance between perception and reality will influence the season’s outcomes.