Earlier this month, LSU coach Brian Kelly made headlines by criticizing the trend of “buying players.”
“We were in the market for defensive linemen in the transfer portal,” Kelly told WAFB-TV’s Jacques Doucet. “It hasn’t gone well because we’re selling something different – building relationships, developing, retaining, and succeeding.
“We’re not in the business of buying players. Unfortunately, that’s what some guys are looking for now – to be bought.” Kelly’s remarks come at a time when the NCAA has lost control over NIL and the transfer portal due to lawsuits. Booster-funded NIL collectives are crucial for attracting and retaining top talent. With the recent House v. NCAA settlement, revenue sharing is coming to the top schools.
LSU’s NIL budget has faced misconceptions due to not “buying” defensive tackles. Bayou Traditions, the main collective for LSU football, has an $8 million budget, according to NOLA.com. Top collectives reportedly spend $13 to $20 million annually. However, five-star commits Bryce Underwood and Harlem Berry are unbothered by these misconceptions. The quarterback-running back duo is committed to LSU and confident in earning their value through performance and eventually in the NFL.
“People think we don’t give what players deserve, but you get what you deserve,” Berry said, who hasn’t visited any other campuses since committing to LSU. “The focus shouldn’t be on money. You go to LSU to succeed and win a national championship with your team.”
Underwood, the No. 1 recruit and quarterback in the 2025 class, values his relationship with LSU quarterbacks coach Joe Sloan, which influenced his decision to choose LSU over Alabama and Michigan. Like Berry, Underwood isn’t considering other schools. His focus in June is helping to build LSU’s recruiting class.
Underwood believes NFL money will far exceed any NIL earnings in college, making development his priority. With 92,000 social media followers, he won’t struggle to find endorsement deals. “It’s about my goal – the NFL and being a first draft pick,” he said. “Money is secondary until I get to the league. Just keep the main thing, the main thing.”