Director of Football Relations Jack Damuni and his team prepare a video to show the players. The video describes the particular set of circumstances and challenges for each “True Blue Hero.”

“These guys are big football stars, but when they see these stories, there isn’t a dry eye present,” Damuni said. “They go into these things thinking they’re doing it to bless someone else’s life, but when the players walk away they realize they are the ones receiving the blessings.”

Last Saturday’s 28-20 rivalry game loss at Utah hit BYU fans hard, and plenty took out their frustration on social media by bashing Cougar players who had a tough game.

Damuni just wants everyone to remember the human side of these young men.

Jaren Wilkey, BYU Photo

He said the players are going out in the community to visit hospitals, group homes and nursing homes. They participate in football camps as well. This summer, six players joined head coach Kalani Sitake on a humanitarian trip to Tonga.

“They do all these little things, here and there, and it’s very rewarding,” Damuni said. “These guys are superstars but these things help them stay grounded. Coach Kalani always says to stay humble and stay hungry and when they serve and give back to the community, it helps them do that. People may forget the score of a game, but they won’t forget what you do for them when you just to say ‘hi’ or give them a handshake.”

Another part of Damuni’s work is with the missionary program. There are currently 64 players on the BYU team that have served church missions and around 25 that are currently serving.

“We reach out to our missionaries whenever we can but not too much,” he said. “We don’t want them to lose focus on the work. It’s so special when these players put their career on hold and go out and serve the Lord. These young men not only represent BYU but their families and they are doing a work greater than themselves. That’s what makes the missionary program so special.”

Former BYU head coach Bronco Mendenhall started a “Thursday’s Hero” program back in the mid-2000’s and when he left for Virginia he took that with him because it was part of his foundation. Damuni said Sitake suggested the name “True Blue Hero,” and it stuck. Every Thursday during the season since Sitake took over in 2016, a hero has been honored. Damuni said that would be at least 138 heroes, probably more considering activities during other parts of the year.

Sione Faupula, BYU Photo

“Football is a powerful platform and what we do beyond football is just as important as what we do on the field,” Damuni said. “We’re creating memories and relationships beyond wins and losses.

“With the True Blue Hero program, it gives our players a chance to go out and change a person’s lives, and their own. It can lighten the load for the families.”

Damuni gets to contact the families that are invited to come to practice.

“They get so excited,” he said. “They act like they won the lottery. The parents are crying and they are so grateful. What other people don’t see is how these players make the families feel. They sign a football, take a picture, or make a video. They are asked to do it and they say, ‘No problem.'”

Damuni played safety at BYU in 1993 and 1994 and has a son, Raider, is starting at safety for the Cougars this season.

Sione Faupula, BYU Photo

The elder Damuni has been in his current role since 2021. His job description reads “Lead community outreach by coordinating community service and other volunteer opportunities for team members, run the True Blue Hero program and oversee alumni relation.”

His perspective of the football players at BYU is very different than the average fan, especially the ones who tear into players on social media after a loss.

“When we lose, some people are the biggest critics,” Damuni said. “They don’t understand what type of person these players are. They aren’t just playing for themselves, they’re playing for everyone — family, friends, everybody in the stands and everybody watching on TV. They don’t go out and plan to fail. They’re giving 100% every time. We can’t lose faith in them. When people make harsh remarks or talk about our players in that way, it breaks my heart.

“These players know what they signed up for. They’re strong young men. Coach Kalani (Sitake) always says that what they do is bigger than football. That’s why the service they do is so important.”

BYU Director of Football Relations Jack Damuni watches a game from the sidelines during the 2026 season.

BYU Director of Football Relations Jack Damuni poses for photos with fans at a football game during the 2026 season.

Cosmo the Cougar and BYU football players cheer for a "True Blue Hero" at practice on Wednesday, October 14, 2026.