Georgia coach Kirby Smart explains role of NIL in recruiting

Kirby Smart has seen firsthand how NIL has reshaped high school recruiting in the last three years.

The Georgia football coach has won two national championships since donor-driven NIL collectives emerged. The organizations have become imperative to retain and attract talent at the top level of college football.

Speaking at SEC Media Days in Dallas on Tuesday morning, Smart emphasized how taking NIL dollars as a high school recruiting is OK. But for most top prospects, finding the top financial package is not always the end goal.

“I think it’s a mistake to assume all players lead with that or that’s the primary objective,” Smart said. “I think that would be an insult to high school football players and people being recruited. I don’t get to the finish line of official visits where that’s the primary objective. If it is, we’re probably not getting to that point. We’re probably not in the conversation if that’s the primary objective.

“Is that one of the key decision makers? Yes. Should it be? Yes. I’m happy these kids get the opportunity to improve their situation or make money and give back to their families. In some cases, give back to their communities.”

A preliminary injunction was granted in February against the NCAA, allowing NIL collectives to communicate with high school recruits and transfer portal players before they make a commitment. The decision opened the floodgates for collectives, who can now begin to hit the road and sit down with top prospects to discuss contract details.

The NCAA has also halted all third-party NIL investigations for the time being. Georgia currently has the No. 3 overall recruiting class in the 2025 On3 Industry Team Rankings with three five-star commits. And Kirby Smart’s acknowledged NIL has helped players’ families and communities.

“That doesn’t bother me at all,” the Georgia coach said. “I have no problem navigating that. I’ve gotten less attached and said, ‘You know what? If it’s better for that young man because of a financial difference between us and another school, I respect that decision and opinion they have to make.’

“I have to worry about the players that we do get, OK? And I worry about the ones that we do sign, that they’re the right kind of kid and coming for the right reasons. That includes money, but it’s not just money.”

Kirby Smart: Recruits don’t make more money than starters

Georgia’s Classic City collective has made sure to budget that recruits are not making more money than starters. At some schools in the Power 4, donor-driven collectives have gone all-in on recruiting, leaving some top recruits earning more as freshmen than established starters.

Kirby Smart has made sure the Bulldogs don’t go down that path. Georgia returns starting quarterback Carson Beck, who is a favorite to win the Heisman Trophy entering the 2024 season. The Bulldogs have also been able to pitch recruits on winning national titles and being developed, not having to focus solely on NIL.

“You don’t come in and make more money than starters,” Smart said, via OutKick’s Trey Wallace. “You earn what you get. The longer you stay, the more opportunities you get.”