Brian Kelly reacts to Oklahoma State using QR codes on helmets: 'We can keep NIL off the field'

Brian Kelly learned pretty quickly that NIL wasn’t going away and being dismissive of it, as an SEC head coach, just wasn’t going to work. But even the LSU head coach isn’t quite sure he wants to go as far as some other programs.

For instance, Oklahoma State unveiled QR codes to a team NIL fund that players will wear on the back of their helmets in the season opener. While that move generated plenty of headlines — and mixed reaction about the efficacy of the plan to actual garner game day donations — Kelly seems skeptical, and for more than just reasons of practicality.

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“The QR codes, to me, begins to — I don’t know. For us, I think we can keep NIL off the field,” Kelly said on the SEC coaches teleconference on Wednesday. “I think we can generate the things that we need here at LSU separate from the game day atmosphere, the collegiate kind of feel that you have.”

Kelly continued, explaining how he prizes aspects of the college environment that differentiate the game from NFL and high school football. He’s not keen, personally, on doing much to pierce that veil of pomp and circumstance around football games with such open ploys to generate donations to spend on the roster.

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“I just, this is just my personal feeling: Putting a QR code on your helmet doesn’t feel collegiate to me,” Kelly said. “And as much as we can continue to keep this game with the band and with college-aged kids playing the game — I get it, NIL is here to stay and that’s great. But I think we can be separate from that and still, at the end of the game, go to work on NIL. And that’s just my personal feelings about it.”

Oklahoma State announced the QR codes a few weeks before the season

The Cowboys announced on Aug. 21 that QR codes are being put on helmets this season that will link back to the Pokes With A Purpose NIL collective donation page. Fans can make a general donation or give credit to a certain player, such as running back Ollie Gordon, for example.

“This is a revolutionary step forward to help keep Oklahoma State football ahead of the game,” Oklahoma State coach Mike Gundy said in a statement. “It gives a chance for everyday fans across the world to have a real impact when it comes to supporting the NIL efforts for Cowboy football. I’m thrilled about this opportunity for our players.”

QR codes aren’t new to the NIL scene. UCF wore spring game jerseys in 2022 with codes linking back to players’ social media channels. Schools have also flashed QR codes on video boards, connecting fans with NIL collectives.