After BYU’s 24-21 win over Utah in the Holy War, Jason McGowan told the team he would be covering the cost of any fine related to the field storming in Provo. McGowan, the CEO of Crumbl Cookies and one of the program’s most visible donors, made the announcement directly to the players in the locker room following the win. The reaction was instant. The room erupted with cheers as head coach Kalani Sitake broke the news.
Fans stormed the field at LaVell Edwards Stadium as soon as the clock hit zero, capping off one of the biggest wins of the season for BYU. Public address announcements attempted to hold the crowd back, but it was a losing battle from the moment the final play ended. Under Big 12 policy, BYU could face a fine of up to $50,000 for the field-storming incident. McGowan wasted no time posting the locker room video online and made it clear he was more than happy to take care of the penalty. “Us donors and fans have our players’ backs, period,” he said on social media.
McGowan has become one of the most recognizable faces attached to BYU’s modern football brand. His Crumbl Cookies empire is a major NIL partner for several athletes, and his presence around the program has grown in step with the team’s move into the Big 12. Covering the fine is not just about money. It is a clear message to the locker room that the people supporting the program are willing to back the team publicly and privately. For a group of players fighting for national relevance, it matters.
While the Big 12 has not officially announced whether a fine will be handed down, BYU is prepared either way. McGowan’s move removes any financial pressure from the university and allows the moment to remain what it was meant to be. A celebration.
This was BYU’s third straight win over Utah, and easily the most emotionally charged of the three. In a rivalry where bragging rights often last all year, the postgame atmosphere matched the stakes. Fans took the field. A donor picked up the bill. And inside the locker room, the players knew exactly what kind of support they had behind them.
