As the 2025 college football season approaches, LSU head coach Brian Kelly finds himself under increasing scrutiny. Despite a lucrative contract and initial success, recent struggles—particularly in navigating the transfer portal and adapting to the evolving NIL landscape—have raised questions about his leadership and strategy.
Early Success and Rising Expectations
Brian Kelly’s tenure at LSU began with promise. After leaving Notre Dame in 2021, he led the Tigers to a 10-4 record in 2022, securing the SEC Western Division title. The following year, LSU posted a 10-3 record and won the ReliaQuest Bowl, signaling a potential resurgence for the program.
However, the 2024 season marked a turning point. Despite a strong 6-1 start, LSU suffered a three-game losing streak against Texas A&M, Alabama, and Florida, effectively ending their playoff hopes. The team finished with a 7-5 record, their worst under Kelly’s leadership. Analysts, including Paul Finebaum, highlighted the team’s underwhelming performance and questioned the effectiveness of Kelly’s strategies .
Transfer Portal Challenges and NIL Dynamics
A significant factor in LSU’s recent struggles has been its approach to the transfer portal and NIL (Name, Image, and Likeness) deals. Kelly has been vocal about his reluctance to “buy players,” emphasizing a focus on player development and long-term growth over immediate financial incentives .
This philosophy, while principled, has led to missed opportunities. In the 2024 offseason, LSU failed to secure key defensive linemen from the portal, including top targets like Damonic Williams and Simeon Barrow, who chose programs with more aggressive NIL offerings .
Kelly’s stance drew criticism, with some arguing that in the current college football landscape, competitive NIL packages are essential for attracting top talent. Analysts pointed out that while player development is crucial, the immediate impact of experienced transfers cannot be overlooked, especially when addressing pressing roster needs .
Adjusting Strategies: A Shift in Approach
Recognizing the challenges, Kelly signaled a shift in LSU’s strategy for the 2025 season. He acknowledged the need for a more aggressive approach in the transfer portal, aiming to balance the development of young players with the acquisition of experienced talent to fill critical gaps .
This adjustment includes increased investment in NIL deals. Reports indicate that LSU plans to allocate approximately $13 million to support player acquisitions and retention, a significant increase from previous years . This move positions LSU to compete more effectively with other top programs that have embraced the financial aspects of modern recruiting.
Looking Ahead: Balancing Principles with Pragmatism
As LSU prepares for the upcoming season, the challenge for Brian Kelly lies in balancing his commitment to player development with the realities of the current college football environment. While maintaining ethical standards and focusing on long-term growth, adapting to the competitive demands of NIL and the transfer portal is essential for sustained success.
The coming months will be critical for Kelly and the Tigers. Successfully integrating new talent, addressing roster deficiencies, and navigating the complexities of modern recruiting will determine whether LSU can return to its former prominence or continue to face challenges under Kelly’s leadership.
