BREAKING NEWS: Brian Santiago, the new athletic director at BYU, has goals for improving the Cougars’ programs, building on momentum, and advocating for ongoing…

Brian Santiago, the new athletic director at BYU, has goals for improving the Cougars’ programs, building on momentum, and advocating for ongoing…

After more than two decades of serving Brigham Young University in various athletic roles, Brian Santiago has officially taken the reins as BYU’s new athletic director — and he’s not wasting time setting the tone for what comes next.

Santiago, a longtime figure within the BYU athletics department and previously the associate athletic director, stepped into the role earlier this month following Tom Holmoe’s retirement. Now, with the Cougars firmly in the Big 12 and expectations rising across all programs, Santiago has made it clear: he’s here to build, elevate, and advocate.

“This isn’t about starting over,” Santiago said during a press conference at the Student Athlete Building in Provo on Wednesday. “It’s about building on the momentum we’ve already created — and taking it to another level.”

Building on a Strong Foundation

Santiago, a former BYU basketball player himself, has been part of the university’s athletic leadership since 2001. He helped orchestrate BYU’s historic move to the Big 12 and has worked closely with coaches and administrators across the board. Now at the helm, he brings continuity as well as ambition.

“This university has a unique mission, and our athletic programs are a big part of that,” Santiago said. “We want to compete at the highest level — and do it the BYU way.”

That mission involves not only athletic success but also maintaining the school’s distinctive identity as a faith-based institution. Santiago emphasized the importance of recruiting student-athletes who align with BYU’s values while competing for championships.

“We’re going to be bold in how we recruit, how we train, and how we prepare,” he said. “But everything we do will be grounded in who we are. Excellence with integrity.”

Football, Basketball, and Olympic Sports All in Focus

Santiago made it clear that football will remain the flagship of BYU Athletics — especially with the Big 12 providing greater national exposure and financial opportunity. Head coach Kalani Sitake has helped the Cougars remain competitive in one of college football’s toughest conferences, and Santiago says he’s committed to giving the football program everything it needs to thrive.

“Coach Sitake is a phenomenal leader,” Santiago said. “Our job now is to support him with the resources, facilities, and infrastructure needed to chase championships.”

But Santiago also pointed to men’s and women’s basketball, volleyball, track and field, and other Olympic sports as critical areas for growth.

“We’ve seen amazing success in women’s soccer, volleyball, cross country — programs that have shown we can compete nationally,” he said. “I want to keep pushing those forward, investing in the student-athlete experience across all sports.”

Men’s basketball, under head coach Kevin Young, is also a major point of interest, especially after a strong showing in the NCAA Tournament earlier this year. Santiago said the department is committed to recruiting elite talent, expanding NIL opportunities, and improving facilities where needed.

Advocating for Ongoing Support and Innovation

In an era where college athletics is rapidly evolving — especially with NIL (Name, Image, and Likeness) rules, the transfer portal, and increased pressure to generate revenue — Santiago sees advocacy as a critical part of his job.

“We’ve got to be proactive, not reactive,” he said. “NIL isn’t going away. The transfer portal isn’t going away. So we’re going to adapt — thoughtfully and strategically — while keeping our standards intact.”

Santiago mentioned that BYU is expanding its NIL education and support system for athletes, partnering with businesses and alumni to create meaningful and ethical opportunities.

“This is about teaching our student-athletes how to navigate this world responsibly,” he said. “We want them to succeed both on and off the field.”

Additionally, Santiago hinted at facility upgrades on the horizon, including continued renovations to LaVell Edwards Stadium and the Marriott Center, as well as potential new developments for Olympic sports.

Faith, Family, and the BYU Community

While Santiago is focused on competitive success, he also stressed that BYU Athletics is about more than wins and losses.

“At BYU, we represent something bigger than ourselves,” he said. “Our athletes are leaders in the classroom, in the community, and in their faith. That’s what makes this place special.”

He credited the BYU fan base — one of the most loyal and far-reaching in college sports — as a key pillar in the department’s future.

“Our fans are incredible,” Santiago said. “Whether we’re playing in Provo or on the road, Cougar Nation shows up. And I want to make sure they feel connected to everything we’re doing.”

Looking Ahead

As BYU continues to settle into its new life in the Big 12, Santiago’s leadership comes at a crucial moment. The Cougars are no longer underdogs trying to prove they belong — they’re contenders looking to take the next step.

“We’ve got something really special here,” Santiago said. “The momentum is real. The opportunity is huge. And together — coaches, players, fans, and university leadership — we’re going to do something amazing.”

With Brian Santiago at the helm, BYU Athletics appears poised to embrace its future with purpose, passion, and power.