Kirby Smart calls recruiting propaganda, goes a step further on NIL

The Georgia Bulldogs are still riding high off their first national championship in over 40 years. They’re trying to keep the positive momentum rolling as head coach Kirby Smart and company just reeled in the nation’s No. 3 overall class in the 2022 cycle, according to the On3 Team Rankings.

During Wednesday’s National Signing Day Press Conference, Smart talked with reporters for a bit about NIL and how it’s changed the college football recruiting process. A reporter asked him how tangible NIL was in college football recruiting. Here’s what he had to say.

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“It’s extremely tangible. Like you mentioned — we can’t set that up. The sell…you used to be sold championships, sold facilities, development certainly was the primary sell. Now, development has taken a step back, which it shouldn’t. It shouldn’t. And facilities. Academics. What we can do for your life after football. Those things have taken a back burner to NIL for a lot of people,” said Smart.

“And once you explain to the kid that we can’t set that up, we can’t promise that. But what people are doing is they’re validating their NIL by showing what their current roster makes. Showing what their current players are able to do. The more marketable the players, the dollar signs fall in these young parents and kids minds. And I think sometimes they’re getting misled to numbers that are actually out there. And it becomes propaganda,” the Georgia head coach said.

“Which, recruiting is always propaganda, right?! It’s how you use it. The sell when you’re selling the development of a young man. Jordan Davis. You’re selling what he became. That’s much more enjoyable to sell than what he made in NIL,” Smart said.

“Because number one–you can’t guarantee that. Number two, to each kid it may apply different. Some guys are in developmental positions and they’re not gonna work as hard. I’m not of the opinion kids should be making decisions based on that. And you’re probably recruiting the wrong guy if that’s all they’re making their decision based off of,” he said.

On3 NIL Valuation

Smart brings up some very good and very valid points about NIL and how it’s impossible for a coach to promise. But if a player ever wanted to look up their social media valuation, they could always take a look at their On3 NIL Valuation.

One of the highest rated valuations for the Georgia Bulldogs’ 2022 recruiting class is their elite signal-caller, Gunner Stockton. The four-star quarterback currently has a valuation listed at $50,000, according to his On3 NIL Valuation.

College football coaches across the country might not enjoy talking about NIL when it comes to recruiting, but it’s here to stay. It’ll be interesting to see the many different twists and turns it takes in the coming years. It’s already gotten pretty wild and it’s just year one.