Kirby Smart ain’t sleeping easy these days. And no, it’s not because some five-star recruit just flipped to Alabama or Texas. It’s something much bigger—something that could shake the entire foundation of how Georgia builds its empire. The Bulldogs’ head honcho has been dominating college football, but a new twist in the ever-chaotic NIL game just landed on his doorstep. And let’s just say, it ain’t the kind of news that lets a coach kick back and relax.
On February 24, 2025, Georgia Bulldogs insider and Dawg Post’s Dean Legge dropped a bombshell about potential NIL changes that could shake up Smart’s recruiting strategy. Legge pointed out a significant shift looming on the horizon—NIL deals being increasingly tied to the school itself. “Then you also have NIL deals that are going to be sort of tied together with the school,” Legge explained. “What has yet to be seen, and what I think will happen over in the near future, is there is the possibility that transfers will slow down as a result of that. There being hooks in some of these NIL deals.” Translation? The free-for-all transfer chaos might finally be slowing down but at a cost.
Picture this: a star player locked into a NIL deal that demands they stick around for multiple seasons instead of bouncing the second a better opportunity comes along. Legge used Brock Bowers as an example—imagine if he had a multi-year NIL agreement that effectively kept him at Georgia until he was NFL-ready. It’s a whole new ballgame where NIL contracts could carry more weight than a coach’s recruiting pitch. And this ain’t just theory.
Schools are already exploring ways to keep their top talent from bailing for a bigger payday. With NIL money now potentially tied directly to staying at a school, the transfer portal might not be the wild free agency market we’ve seen in recent years. That’s right—NIL deals might literally start coming with strings attached.
For Georgia, which has seen 14 players bounce and only six arrive via the portal in 2025, this could be a game-changer. The Bulldogs have been bleeding talent in the portal. Carson Beck packing his bags for Miami was already a gut punch. Then Justyn Rhett bolted to Nebraska, Damon Wilson said deuces to Mizzou, and Anthony Evans jetted to Mississippi State. Troy Bowles and Julian Humphrey? Gone. But if these rumored NIL contract changes kick in, Georgia might finally have a way to keep their big dogs from straying.
Is Kirby Smart and Co. the smartest NIL spenders in college football?
Kirby Smart ain’t just out here throwing cash around recklessly. While schools like Texas A&M and Oregon have been lighting up the NIL battlefield with outrageous spending, Georgia has played it smart. “Georgia is pretty good with how they spend money,” an ACC NIL collective rep said. “It’s rare that they ever overspend.” The proof or receipt?
Georgia snagged four 5-star recruits in 2025 despite not being one of the top NIL spenders. Their biggest prize? Five-star defensive lineman Elijah Griffin, a monster on the field. Meanwhile, Texas, A&M, Ohio State, and Tennessee were out here throwing ridiculous NIL bags around to lock in top talent.
Aug 31, 2024; Atlanta, Georgia, USA; Georgia Bulldogs head coach Kirby Smart talks to a referee against the Clemson Tigers in the third quarter at Mercedes-Benz Stadium. Mandatory Credit: Brett Davis-USA TODAY Sports
An SEC NIL collective rep spilled the tea: “Georgia has the history where they can pay a little less and still land top guys.” Unlike Texas A&M, Oregon, and Ohio State—who are literally labeled as the biggest NIL spenders—the Bulldogs have finessed their way to the top without emptying their wallets. In short? Georgia isn’t just throwing money around—they’re investing wisely. Kirby Smart isn’t just selling a paycheck—he’s selling history, development, and championships. And let’s be real—players want to go where they can get drafted high. ‘You’ll play in big games. You’ll get developed, and you’ll have NFL eyes on you,’ is the message coming out of Athens.
Kirby Smart has his work cut out for him. Between managing the chaos of the transfer portal and adapting to these rumored NIL contract changes, the Bulldogs are in for a wild ride. But if there’s one thing Georgia’s head coach knows how to do, it’s win. Time will tell whether these changes help or hurt UGA. But one thing’s for sure. Smart and the Dawgs aren’t about to let college football’s new world order catch them slipping.
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