Georgia locks in new NIL partnership that will further help Kirby Smart build his football dynasty and more

The NIL game took a major turn on July 1 with the House vs. NCAA settlement kicking in, and the University of Georgia isn’t wasting any time adjusting to the new reality.

The school announced this week an NIL partnership that will help keep its athletes competitive on and off the field.

Georgia has partnered with Learfield, a move that will enable Learfield to take the lead in helping student-athletes across all Bulldogs sports find and manage NIL opportunities moving forward.

"This partnership is a testament to our commitment to broad-based excellence and innovation," Georgia Athletic Director Josh Brooks said via his official press release.

"Our student-athletes are already among the most competitive in the country. Now, they'll have the infrastructure and support to maximize their NIL potential while strengthening their connection with the Bulldog Nation and beyond."

Solly Fulp, Executive Vice President of NIL Growth & Development at Learfield, emphasized just how big this move is for Georgia and its athletes in the wake of the House settlement.

"With the new era of college athletics and on the heels of the House settlement, the importance of creating real NIL opportunities has never been greater. This new alliance between Learfield Impact and Georgia optimizes NIL dealmaking while enhancing the Bulldog student-athlete experience," Fulp said. "By consolidating all NIL efforts, we're establishing a full-service partnership that makes it easier for brands to engage, for fans to support, and for student-athletes to maximize their potential through impactful storytelling and strategic marketing campaigns."

At the end of the day, this gives Kirby Smart another big recruiting tool as he keeps building his Georgia football dynasty.