GEORGIA’S KIRBY SMART TAKES A STAND, EXPLAINS MOST IMPORTANT ISSUE IN COLLEGE FOOTBALL
In an era where college football is undergoing a dramatic transformation, Georgia Bulldogs head coach Kirby Smart has become one of the most influential voices in the sport. With back-to-back national championships under his belt and a program that continues to be a powerhouse in the SEC, Smart’s opinions carry considerable weight. Recently, Smart made headlines not for a victory or a recruit, but for taking a strong stand on what he believes is the most pressing issue in college football: the lack of structure in the name, image, and likeness (NIL) landscape.
During a recent media appearance, Smart didn’t mince words. “It’s chaos,” he said, referring to how NIL deals are handled across the country. “We have young men making life-changing money at 18 years old, and there’s no roadmap, no consistency, and no accountability. That’s not fair to them, and it’s not good for the game.”
Smart has long supported the idea that players should be compensated for their talents, especially considering the billions generated by college football. But his concern lies in the unregulated, unpredictable nature of NIL. While some programs boast deep-pocketed boosters creating million-dollar packages to lure recruits, others struggle to compete. The result is a recruiting environment that resembles free agency more than collegiate sports.
“Every kid wants to talk about NIL first,” Smart said. “We used to talk about academics, development, character, and team goals. Now, the first question is, ‘How much can I get?’ That’s a fundamental shift.”
Smart isn’t calling for NIL to be eliminated. On the contrary, he believes it’s a valuable and necessary tool in the modern game. His point is about creating guardrails—uniform rules that apply to all programs. Without it, he argues, college football risks losing its identity.
A BROKEN SYSTEM
At the core of Smart’s argument is fairness. Programs in larger markets or with wealthier alumni bases have a clear advantage. While Georgia has been able to keep up, he fears for the integrity of competition. “If we’re not careful, we’re going to see the gap between the haves and have-nots grow wider than ever before.”
He also pointed to the toll this unregulated system can take on young athletes. “These kids are getting offers from people they don’t even know, agents are calling families, and there’s no oversight. We’ve got to protect the student-athletes from making bad decisions that can affect their futures.”
SOLUTIONS, NOT COMPLAINTS
Unlike some coaches who simply complain about NIL, Smart offered concrete suggestions. He believes that the NCAA or a similar governing body must step in to implement nationwide standards. That includes contract transparency, age restrictions, and limits on outside contact before a player is enrolled at a university.
“There needs to be a national NIL registry where deals are disclosed and reviewed,” he said. “We also need to teach financial literacy at a much deeper level. These kids are getting life-altering money, and most of them don’t know how to handle it.”
He also called for standardized NIL windows—specific periods when players can sign deals, much like the transfer portal windows. “We’ve got to put a structure in place that brings balance and consistency.”
IMPACT ON RECRUITING AND CULTURE
Smart is also worried about how NIL affects team culture. “The locker room dynamic changes when one kid is making a million and another is barely scraping by. That creates division unless you have a very mature, very strong culture.”
Georgia has done its part to create that environment, but Smart admits it’s a constant battle. He says the Bulldogs are fortunate to have leaders in their locker room who emphasize unity, but not every program is as lucky. “Culture has to come from the top down, but if we keep putting money before everything else, it’s going to get harder and harder to maintain that.”
LOOKING AHEAD
With the SEC and other major conferences poised to expand further, Smart knows the game is evolving. The question is whether leadership will catch up. “We’re in the most transformative period in the history of college football, and we need leadership now more than ever.”
Smart also called on lawmakers and university presidents to be part of the solution. “Coaches can’t fix this alone. We need help. It’s time for everyone involved in college athletics to step up and create a future that’s fair and sustainable.”
His comments have already sparked responses from fellow coaches, including Nick Saban and Brian Kelly, both of whom echoed his concerns. NCAA President Charlie Baker has acknowledged the need for reform but has yet to propose a full framework.
As the debate over NIL continues to intensify, Kirby Smart’s voice stands out—not just because of his success on the field, but because he’s willing to speak out about what college football should be.
“We owe it to the kids, to the fans, and to the game itself,” Smart concluded. “Let’s build something that lasts—not just something that pays.”
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