Brian Kelly says NIL and transfer portal are evening out college football talent
Former Notre Dame and LSU head coach Brian Kelly argued on a recent television appearance that NIL and the transfer portal have contributed to greater parity in college football, saying the talent level has spread across the sport. Kelly acknowledged there are issues in the new landscape that still need to be addressed, but maintained the overall effect on the game has been positive. His comments came amid a 2026 season marked by repeated upsets, including a week in which five of the top seven AP Poll teams lost. Heading into Week 9, only three undefeated teams remained — Miami, Utah, and UCLA — and programs like Kentucky are putting together strong seasons without among the sport's larger payrolls, according to the report.
The talent level, NIL, transfer portal, all of those things have made a difference. And it hasn't hurt the game.
Why it matters
For brands: Brands investing in NIL deals may find value spread across a wider range of programs as competitive balance increases viewership and fan interest.
For coaches: Coaches at programs without top-tier budgets may find it easier to compete as the talent pool spreads, though roster management grows more complex.
For athletes: College players benefit from expanded options to transfer and earn money, which Kelly says has redistributed talent more broadly across programs.
For collectives: The perception that NIL has leveled the playing field rather than simply enriching powerhouses could shape how collectives at mid-major programs pitch recruits and donors.
Read the full story at On3 NIL
Sources
- On3 NIL · Nick Schultz: Brian Kelly reveals how NIL, transfer portal impact parity in college football: 'It hasn't hurt the game'
- Yahoo Sports college football: Brian Kelly reveals how NIL, transfer portal impact parity in college football: 'It hasn't hurt the game'