Kirby Smart on NFL Development Over NIL: A Blueprint for Long-Term Success

In the modern era of college football, the conversation surrounding Name, Image, and Likeness (NIL) has dominated recruiting discussions. The ability for players to earn money while still in college has transformed the landscape, giving schools and boosters another tool to attract top talent. However, Georgia head coach Kirby Smart has remained firm in his belief that NIL, while important, should not overshadow what truly matters—player development and preparing athletes for the NFL.

Recently, Smart made a powerful statement regarding the NIL debate:

“There is a lot of them that want to ask about NIL. They don’t want to ask about what your NFL players have done. I think it’s much more important how you develop players than how much NIL you can give them.”

This perspective highlights a growing divide in college football. While some programs emphasize short-term financial gains, others, like Georgia, continue to focus on long-term career success in the NFL. Smart’s stance raises critical questions: Should NIL be the primary focus for recruits? Or should their ultimate goal be making it to the next level and securing generational wealth?

Kirby Smart’s Philosophy: NFL Over NIL

Kirby Smart has built Georgia into a powerhouse by focusing on player development rather than throwing money at recruits through NIL collectives. His approach is simple:

1. Recruit elite talent that fits Georgia’s culture and system.
2. Develop those players physically, mentally, and technically to prepare them for the NFL.
3. Showcase a track record of producing first-round draft picks and long-term professional success.

This formula has paid off tremendously, with Georgia sending 33 players to the NFL Draft in the last three years (2021-2023), including 10 first-round picks.

For Smart, the message is clear: NIL can help in the short term, but NFL development is what truly changes lives.

The NIL Distraction: Short-Term Money vs. Long-Term Success

There is no denying that NIL has revolutionized college football. Players can now earn significant money through sponsorships, endorsements, and collectives. Some recruits even make their college decisions based on who offers the biggest NIL deal.

While NIL is beneficial, it can also become a distraction if it takes priority over actual development. A player may choose a school based on money but fail to maximize their potential, ultimately hurting their chances of making it to the NFL.

Smart’s argument is not that NIL is bad—he understands its importance—but rather that it should not be the main factor in a player’s decision. A $500K NIL deal means little if it comes at the expense of a $50 million NFL career.

Georgia’s NFL Success: A Recruiting Weapon

Smart’s focus on NFL development over NIL is not just talk—it’s backed by results.

• In 2022, Georgia set a record with 15 players drafted, the most ever from one school in a single draft.
• In 2023, the Bulldogs produced another 10 draft picks, including three first-rounders.
• Since 2017, Georgia has outproduced nearly every program in sending players to the league, rivaling Alabama and Ohio State.

For recruits serious about making it to the NFL, Georgia offers a proven pathway to success. Smart’s message is simple: Come here, work hard, develop, and you will get paid—first by the NFL, then by endorsements that actually matter.

Contrast With Other Programs: The NIL Arms Race

Some schools have taken a different approach, using NIL as their primary recruiting pitch. Schools like Miami, Texas A&M, and USC have been aggressive in securing high-dollar NIL deals to attract five-star talent.

While this has worked to land recruits, it has not always translated to on-field success.

• Texas A&M landed the No. 1 recruiting class in 2022, largely due to NIL influence. A year later, several of those players transferred, and the program underperformed.
• Miami has also signed big NIL deals, yet they have not been a true contender in years.
• USC used NIL to land Caleb Williams, but their defense and overall team structure have not matched championship expectations.

Meanwhile, Georgia, Alabama, and Michigan—programs that prioritize development over NIL hype—continue to dominate.

The NFL Speaks: What Pro Scouts Value

NFL scouts and general managers do not care about how much a player made in NIL money. What they care about is:

1. Work ethic and discipline – Can a player handle the grind of an NFL season?
2. On-field production – Do they have the skills to succeed at the next level?
3. Football IQ and maturity – Are they coachable and adaptable?
4. Health and durability – Can they withstand the physicality of the league?

Georgia consistently produces NFL-ready players because Smart’s program instills these qualities. The proof is in the contracts:

• Travon Walker (2022 No. 1 overall pick) – $41.4 million rookie deal.
• Jalen Carter (2023 No. 9 overall pick) – $21.8 million rookie deal.
• Jordan Davis (2022 first-round pick) – $17 million contract.

These players are making real money that lasts, not just temporary NIL deals.

Why Kirby Smart’s Approach Will Win in the Long Run

Kirby Smart is playing the long game. While some programs are desperate for instant NIL wins, Georgia is focused on building sustainable success.

Here’s why Smart’s NFL-first approach is the right model:

1. Recruits will see through fake NIL promises – Schools making outrageous NIL offers often fail to deliver. Players end up transferring when deals fall through.
2. NFL development leads to bigger paydays – A well-developed player can earn $50+ million in NFL contracts versus a few hundred thousand in NIL money.
3. Georgia’s culture breeds winners – The program demands excellence, which is why Georgia players succeed in the NFL.

Final Thoughts: The Smart Choice for Recruits

Kirby Smart’s message is clear:

Do you want short-term NIL money, or do you want to be developed into an NFL superstar?

At Georgia, the results speak for themselves. The Bulldogs are winning championships, producing top draft picks, and setting players up for long-term financial success.

Recruits must decide—do they want a quick payday or a true career?

In a world obsessed with NIL, Kirby Smart is betting on the NFL—and so far, he’s winning.