After Brigham Young University’s (BYU) thrilling victory over Utah, many expected a hefty fine from the Big 12 Conference due to fans storming the field. But in a surprising twist, no fine was issued—and Crumbl Cookies founder and CEO Jason McGowan decided to turn his pledged money into something far more meaningful.
McGowan, who had publicly offered to cover any fine up to $50,000, announced that instead of paying the conference, he would donate the amount to two causes: supporting BYU football players through a name, image, and likeness (NIL) deal, and paying off all student lunch debts in the Salt Lake City and Provo school districts.
“Because of your overwhelming support and inspired by Coach Kalani Sitake’s compassion for his opponents, every bit of student lunch debt in the Provo City and Salt Lake City school districts was wiped out this morning,” McGowan shared on social media.
Both school districts confirmed the generous donation, with the total amount exceeding $30,000. McGowan’s gesture quickly went viral, drawing praise from BYU fans and community members who applauded his decision to redirect potential fines into acts of kindness that directly benefit students and athletes.
A community win beyond the field
The move reflects a growing trend among entrepreneurs using sports moments to give back locally. McGowan, known for building one of America’s fastest-growing cookie franchises, leveraged his platform to create goodwill at the intersection of college sports, business, and community service.
BYU’s win was already historic, but McGowan’s donation has turned it into a story of generosity that reaches far beyond the scoreboard.
A message of leadership and gratitude
In his follow-up post, McGowan credited BYU’s leadership and fans for inspiring him to act. “This community’s heart and unity are unmatched,” he wrote. “We celebrate with compassion, and we win with purpose.”
His contribution stands as an example of how corporate figures can respond to big sporting moments with socially impactful choices—creating ripple effects that outlast the game itself.
