College football keeps changing fast, and the impact of Name, Image, and Likeness (NIL) deals is getting harder to ignore. Auburn recently made waves by moving its home opener against Baylor to Atlanta, and that switch came with a hefty NIL payday.
Other programs are taking note. Georgia’s head coach, Kirby Smart, has already fielded similar offers. He talked about it during a recent SEC coaches teleconference, pointing to the tricky balance between bringing in money for players and keeping the home game vibe alive for fans.
The Changing Landscape of College Football
Auburn’s choice to move its home opener from the Plains to Atlanta? That’s a pretty clear signal that things aren’t what they used to be in college football. It’s not just about where you play—it’s about chasing the big NIL dollars.
With millions on the table, schools are starting to rethink if a home game is really worth more than a lucrative neutral-site matchup. It’s a new kind of math, and not everyone’s sure how it’ll add up.
Kirby Smart’s Perspective
At the SEC coaches teleconference, Kirby Smart didn’t hold back. “It’s very interesting. It’s just, I don’t know if you say it’s the tip of the iceberg. I don’t know where this is headed. I got no clue,” he admitted.
His main job is still getting his team ready, but he’s clearly paying attention to what’s happening around him. The ripple effects of these decisions are hard to miss.
Neutral-Site Games: A Double-Edged Sword
Smart’s no stranger to neutral-site games. He’s coached in the kickoff classics and, of course, the annual Florida rivalry in Jacksonville.
These games bring their own set of opportunities—and a handful of headaches, too. “People have reached out since then, even before then, about opportunities that would be there,” Smart said.
Balancing Revenue and Fan Engagement
Here’s the real sticking point:
- Generating revenue for players: NIL deals are turning into the backbone of college football programs, giving athletes real financial support.
- Maintaining fan engagement: Home games mean everything to college football fans. Alumni and supporters want to cheer in their own backyard.
“I think you gotta be careful because you’re … you’re working for two different groups. You know, you’re working to generate revenue for your players, which is the lifeblood of your program, but you’re also trying to entertain and make sure your customers, the ticket, the home ticket fans, the alumni, the people who buy your seats, are just as engaged,” Smart pointed out.
The Future of College Football
NIL deals are changing the game, no question. What Auburn just did—and what coaches like Kirby Smart are wrestling with—probably won’t be the last time we see something like this.
That tug-of-war between chasing big money and keeping the old-school college football magic? It’s not going away anytime soon.
Looking Ahead
This Saturday, Georgia heads to Auburn for Week 7 of the 2025 season. It’s a road game at Jordan-Hare Stadium, and that place gets loud.
The kickoff’s set for 7:30 p.m. ET on ABC. Neutral? Not a chance.
Smart and his 10th-ranked squad are locked in on the task at hand. Still, the whole NIL debate and talk of neutral-site games? It’s always hovering in the background.
Want the full scoop on Kirby Smart’s take? Check out the article over at Saturday Down South.
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