In college football you are either a program that has a lot of NIL money or a program that does not. And if you want to seriously compete for a National Championship, you better hope you're in that first category of teams.
Georgia is one of the programs that has a lot of NIL money, but they are still a step below the schools that have the most money in the country.
There aren't a lot of schools that have significantly more money than Georgia, but those that do aren’t afraid to show it off. LSU is the latest team to let the world know they are the biggest spender in the sport, and the amount of money they gave Lane Kiffin is something that Kirby Smart can only dream of.
NEW: LSU planned to spend $25-30M on its roster but ended up at $40M+ after Lane Kiffin sold his vision, @whalexander_ reports💰
— On3 (@On3) April 1, 2026
"Why not win in Year 1? You don't build stuff over three, four years anymore," one donor said.
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Kirby Smart can't compete with Lane Kiffin's NIL balance at LSU
LSU reportedly has spent upwards of $40 million on their roster for this upcoming season. That likely is the most money spent in the country, and whatever school is in second place might not even be close.
Georgia has never revealed how expensive their roster is, but it certainly isn’t that high. But can you imagine how much better Georgia could be if they did spend this much?
Many college football fans would argue that Georgia would be unstoppable if they spent this much money on their roster. Kirby Smart however would beg to differ. He’s made it abundantly clear that he doesn’t want a roster full of players who only care about how much money they make. Even if that means they would have more talent on paper, he would rather build his team around players who actually want to be at Georgia.
So far that strategy has worked out pretty well, but Georgia has gone three years in a row without winning a playoff game. If that doesn’t change soon then fans might start demanding he do something different, but for now Smart is more than happy to let Kiffin, LSU and a few other schools spend way more money than him.
