Crumbl Cookies CEO Jason McGowan served as the hero for BYU by helping to keep Kalani Sitake as the college football coach in Provo on Tuesday. He and SVP of Marketing Alejandra Caceres accidentally made their company the lasting image of the Cougars’ disappointing Big 12 Championship on Saturday.
Texas Tech dashed their College Football Playoff hopes right in front of the most ironic advertisement.
BYU will still make a bowl game but the national title is no longer within reach. An impressive college football season for the Cougars came to a close with a bright pink glow.
Crumbl Cookies saved BYU.
Penn State wanted to hire Sitake as its next head football coach after the ouster of James Franklin. All of the momentum was moving in favor of the Nittany Lions right up until the last second.
McGowan and other boosters in Provo opened their checkbooks. They sparked something of a religious debate with their large financial pledges to the BYU football program but it worked.
Because of the outpouring of love from the LDS community and his foundation in faith Sitake chose not to leave. The increased salary and increased NIL pool certainly helped to sway his decision.
Brigham Young University was able to keep their head coach in large part because of Crumbl Cookies.
The Cougars are out of the College Football Playoff.
Barring the most shocking decision in College Football Playoff selection history, the Cougars are not going to make the final group of 12 teams that will compete for a national title. Their loss in the Big 12 Championship on Saturday put them on the outside looking in. It was a blowout.
Texas Tech held BYU to just seven points in the first quarter to win by a final score of 34-7.
The Red Raiders really put the game away with just over seven minutes left in the third quarter. Coy Eakin caught a screen pass at the 27-yard-line that ultimately went for six.
A cowboy knows job's not done 'till it's done 🤠
— Texas Tech Football (@TexasTechFB) December 6, 2025
📺 ABC | https://t.co/VKdyjwIANM pic.twitter.com/HeS1i8WprI
It could not have been more poetic. Eakin ran directly into the end zone that was lit up in pink from an neon advertisement for Crumbl Cookies.
McGowan and Caceres likely spent money to advertise at the Big 12 Championship because of the connection to BYU after a big week for Crumbl Cookies’ brand. And now the lasting image from the season is a Red Raiders touchdown right in front of their advertisement. Poetic, really.