March Madness Gets Crispy: Ore-Ida Teases 'Richie’s Tater Shots'

Richie Saunders of BYU is having a March to remember.

The BYU standout isn’t just making noise on the court, he’s claiming his crown as the “Tot King,” earning national attention for both his game and his golden family legacy.

As the great-grandson of F. “Nephi” Griggs, inventor of the Tater Tot and founder of Ore-Ida, Saunders has turned a viral nickname into a full-blown NIL partnership with the frozen food giant.

And now, as BYU advances to the Sweet 16, Ore-Ida is going all in with a campaign that blends basketball history, family heritage, and some seriously crispy fanfare.

Saunders has been instrumental in BYU’s historic postseason run. He led the Cougars in scoring during the Big 12 Tournament quarterfinals, helping the team set a new tournament record and reach the semifinals for the first time in program history.

Their momentum didn’t stop there, BYU’s latest win marks their fourth consecutive victory over a Top 25 opponent, the school’s longest such streak since 1951.

With a Sweet 16 berth secured and a hot hand on the court, Saunders is living up to the "Tot King" title in every sense, and Ore-Ida is celebrating accordingly.

Just hours ahead of BYU’s win over VCU, Ore-Ida revealed its partnership with Saunders in a post on X, the social media platform formerly known as Twitter.

"We're teaming up with basketball hotshot Richie Saunders, the great-grandson of Ore-Ida founder and inventor of Tater Tots, to give away free tots if Richie's team wins today," the company wrote in a press release sent to The Blast. "If they win, the countdown for our 30-minute ‘Tot Clock’ will begin at the link in our IG bio post-game."

Following any Cougars victory, Ore-Ida activates a 30-minute “Tot Clock,” giving fans half an hour to visit the link in the brand’s Instagram bio and claim a free Ore-Ida Tater Tots product.

Tater Tots had their moment in the spotlight during Thursday’s CBS broadcast, with Dana Jacobson featuring a short segment on Saunders’ viral nickname. After BYU’s big win, the celebration continued as his teammates greeted him in the locker room with enthusiastic chants of “TATER TOTS!”

“Isn’t that hilarious, man,” he told BYUtv Sports Nation after Thursday’s game. “It’s been a cool little thing, but it’s been funny. The stadium was yelling ‘Tater Tots’ at me and stuff. I wouldn’t have even dreamed of that happening to be honest. It’s hilarious.”

BYU’s victory marked the program’s first trip past the opening round of the NCAA Tournament since 2011.

“It means so much,” Saunders told reporters, according to the Salt Lake Tribune. “We’ve had such ups and downs this season, but we’re not ready to be done yet.”

Leading into Thursday night’s high-stakes game, Ore-Ida is honoring its founding family’s star athlete with several major moves.

First up, limited-edition tots. If BYU wins the NCAA Tournament, Ore-Ida will release a brand-new, limited-edition product: “Richie’s Tater Shots,” inspired by Saunders’ smooth jump shot. It would be the brand’s first limited-edition Tater Tot in over two decades and the first to ever feature an athlete on the packaging.

Plus, in a first for the company, Ore-Ida will temporarily rebrand itself as Ore-Richie beginning Thursday, March 27. The playful renaming will remain in effect for as long as BYU continues its March Madness run.

To mark BYU’s deepest tournament run in nearly 15 years, Ore-Ida is extending its beloved Tot Clock. Win or lose, fans across the U.S. can claim free Tater Tots during Thursday’s game, from tip-off to the final buzzer (approximately four hours). Redemption details will be available via links in Ore-Ida’s social media bios.

While the spotlight shines on Saunders' tournament performance, his journey is also a tribute to tradition. From swishing threes to honoring a family invention that changed freezer aisles forever, the BYU guard is proving that greatness runs deep, both in bloodlines and brackets.

Whether or not BYU brings home the championship, one thing’s certain: March has a new king, and his throne is golden and crispy.

Fans can tune in Thursday, March 27, at 7:09 PM ET to cheer on the "Tot King."