LSU’s Brian Kelly Leads NIL Charge, Raises Millions

In today’s world of college athletics, the significance of NIL deals is undeniable, and schools are becoming increasingly strategic about how they approach fundraising to stay competitive in recruitment. The current national champion Ohio State proudly and publicly talked about its $20 million roster and ended up winning a national title with it. Michigan was not shy about spending upwards of $10 million to land the No. 1 overall recruit in the country, five-star quarterback Bryce Underwood. And programs like Miami, Texas A&M, Tennessee and others have been dropping big bags off to top recruits and transfers for several seasons now in order to put a top-tier roster on the field. Sometimes it works and sometimes it doesn’t, but programs and coaches have to try. That’s exactly what LSU head coach Brian Kelly is doing and it seems to be working.

Kelly, recognized the ways things now work and took proactive steps to strengthen the football program’s future by organizing an NIL-focused fundraiser last December. As the donation campaign wrapped up this week, LSU exceeded expectations and raised an impressive $3.23 million. Kelly had committed to matching up to $1 million in contributions, and his efforts were complemented by an anonymous donor who also pledged significant support. Of the total amount raised, $2.23 million will be allocated to Bayou Traditions, LSU’s official NIL collective, which directly impacts student-athletes’ earning opportunities.

While the NCAA prohibits coaches from contributing to NIL collectives, Kelly’s matching donation will support the Tiger Athletic Foundation (TAF), an established LSU fundraising arm. This financial backing will further enhance the program’s resources, helping LSU stay competitive on the field and in the recruiting arena.

The timing of the fundraiser was particularly strategic — taking place just days before the transfer portal opened. Kelly understood the need for NIL funds to ensure the program could compete at the highest level, especially during the crucial off-season period when roster changes are made. Fans, motivated by LSU’s recent struggles with NIL deficits — resulting in the loss of two key recruits, one named Bryce Underwood — rallied behind Kelly’s call for action. The campaign received support from over 1,600 contributors, with fans eager to see their team return to the College Football Playoff.

Thanks to this successful fundraiser and the ongoing support from TAF, LSU now boasts access to an estimated $20.5 million for NIL purposes. Sound familiar? Kelly’s efforts have bolstered the Tigers’ chances of competing for championships, with the upcoming 2025 season now looking much brighter.

At a press conference, Kelly expressed his confidence in the program’s future, saying, “With our roster, our staff, our focus on NIL, and our ability to raise money for NIL, we’re now in a position where I know we can be a championship program.”

As spring football approaches, LSU is primed for the next chapter, with an exciting season on the horizon, and NIL is a major reason why. Kelly, despite being one of the older head coaches in the country at 63, has been at the forefront of NIL developments and the transfer portal. Again, it’s not always going to work out perfectly, and only one team can win a national title, but it’s going to be because of a lack of effort down in Baton Rouge.