For BYU running back LJ Martin, returning to Provo for his senior season wasn't about chasing personal glory or breaking school records—but that's exactly where he's headed.

Martin's decision to stay with the Cougars instead of entering the transfer portal or declaring for the NFL draft raised some eyebrows, especially after a breakout junior campaign that earned him Big 12 Offensive Player of the Year honors. But for the El Paso native, the choice came down to something simpler than money or fame.

"No matter where I could have gone, I would probably be doing the same thing," Martin explained during a recent interview in the press box at LaVell Edwards Stadium. "So why not just be here with great people and just play great football?"

That straightforward approach has defined Martin's career. The same mindset that once had him choosing video games over a San Diego beach vacation now keeps him grounded amid the whirlwind of college football's transfer portal era. According to The New York Times, a top-tier running back in the portal could command between $400,000 and $900,000 in NIL deals and revenue sharing in 2026—and Martin would certainly be at the upper end of that range.

Last season, Martin led the Big 12 with 1,305 rushing yards on 236 carries, finding the end zone 12 times. He ranked 11th nationally in total rushing yards and 12th in yards per game (100.38). Yet despite his value on the open market, he chose to run it back with the Cougars.

While specifics of NIL contracts remain a "taboo subject" in the BYU locker room, according to offensive lineman Bruce Mitchell, sources confirm Martin isn't making more than $500K this season. And the former Stanford commit says the compensation hasn't changed his life dramatically.

College athletes began earning endorsement money in 2021, but for Martin, who arrived in Provo in 2023, the increased opportunities didn't come until later. Still, he's not complaining—he's just focused on what matters most: playing great football with great people.

For BYU fans and gear enthusiasts alike, watching Martin suit up in Cougar blue one more season is a reminder that sometimes loyalty still wins the day. And if his junior year was any indication, this senior campaign could be something special.