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BYU Backed by Crumbl CEO in Bold Move to Keep Sitake

As coaching rumors swirl, one high-profile BYU backer is pulling out all the stops to keep Kalani Sitake in Provo.
Dan Waterstone·
IMAGE: Imagn Images

The college football coaching carousel has always had its share of twists, but this year’s edition just added a new flavor-literally. With BYU head coach Kalani Sitake reportedly on Penn State’s radar, one of the Cougars’ most prominent boosters, Crumbl Cookies CEO Jason McGowan, has stepped in to try and keep Sitake right where he is: in Provo.

According to reports, Penn State has zeroed in on Sitake as a top target in its search to replace James Franklin. While no deal has been finalized, the timing couldn’t be more intense.

BYU is coming off an 11-1 regular season and is gearing up for a Big 12 Championship showdown against No. 5 Texas Tech on Saturday.

But as we know, the coaching carousel doesn’t wait for title games-especially not in December.

McGowan, a longtime supporter of BYU athletics, made his stance clear Monday evening with a pointed message on social media: “Some people are not replaceable. Sounds like it is time for me to get off the sidelines and get to work.”

That wasn’t just a message-it was a rallying cry. And he didn’t stop there.

In an effort to mobilize the Cougar faithful, McGowan encouraged fans to share what Sitake means to them and the program. To sweeten the deal (pun fully intended), he offered up four 50-yard line tickets and airfare to the Big 12 title game in Dallas for his two favorite responses. It’s a move that blends passion, creativity, and a bit of good old-fashioned college football chaos.

This isn’t McGowan’s first time stepping up for the program. Back in October, after BYU’s emotional win over rival Utah, it was McGowan who offered to cover the fine for fans storming the field-an act that only deepened his connection to the team and its supporters. Now, just over a month later, he’s doing everything he can to keep Sitake at the helm.

There’s no question Sitake has become a cornerstone of BYU football. Since taking over in 2016, the BYU alum has compiled a record of 83-44, guiding the Cougars through independence and into the Big 12 with a level of consistency and culture that’s hard to replicate. His leadership has resonated not just with players and staff, but with fans and donors alike.

And that’s what makes this moment so pivotal. BYU currently sits at No. 11 in the rankings, just outside the 12-team College Football Playoff field due to automatic bids.

A win over Texas Tech would be monumental-not just for playoff hopes, but for the program’s momentum and long-term stability. Losing Sitake now, on the cusp of such a defining opportunity, would be a gut punch.

So here we are: a top-15 team, a beloved head coach, a high-stakes championship game, and a cookie mogul turned grassroots campaigner. It’s wild.

It’s college football. And it’s exactly the kind of drama that makes this sport so captivating.

Whether Sitake stays or goes, one thing is certain-BYU fans, and at least one high-powered donor, are making it clear they’re not ready to see him leave.

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