AJ Dybantsa Sends Powerful Message for BYU on International Stage

BYU basketball signee AJ Dybantsa continued to elevate the BYU’s profile with an appearance at the Monaco Grand Prix over the weekend. While he was representing one of his top endorsements, energy drink giant Red Bull, the incoming freshman is giving the Cougars something invaluable.

“This kind of publicity is priceless,” Deseret News columnist Jay Drew wrote. “School officials probably can’t put a price tag on it. It has been nothing short of amazing.”

The outing served as yet another sign of the growing stardom for next year's projected top NBA pick. Since committing to BYU last fall, Dybantsa has generated unprecedented buzz for the program. His trip to Monaco brought the BYU brand to an entirely new audience outside of the states.

Dybantsa, who spent the past two weeks working out in BYU’s basketball annex with future teammates, is already becoming a face of the program. This is happening despite not having played a single college game. His involvement in the sport’s media ecosystem will be a brand refresher. From YouTube content to podcast appearances, he has helped position BYU in conversations normally reserved for blue blood programs.

Dybantsa is expected to represent the United States on the U-19 national team this summer. A move to bring even more exposure to BYU on the global basketball stage. His influence may also be impacting the Cougars’ schedule.

According to reports, his commitment played a major role in securing marquee matchups against North Carolina, Villanova, UConn, and Wisconsin during non-conference play.

“In marketing terms, Dybantsa’s value to the BYU brand is easily in the millions,” Deseret News columnist Dick Harmon said. “He is the primary reason BYU got those invitations and will influence TV ratings and possibly even NCAA Selection Committee decisions.”

Perhaps most important, however, is Dybantsa’s influence in recruiting circles. His relationships with elite high school and AAU players, along with his vocal support of head coach Kevin Young’s “pro program preparation” are helping BYU position itself for next year and beyond.

Dybantsa’s impact is undeniable for BYU. He's preparing to take the next steps for a program truly on the rise.