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Longtime coach doesn't hold back on NIL chaos

Originally posted on Athlon Sports | By Steven Corder | Last updated May 12, 2025 10:09 AM ET

When Rich Rodriguez walked back into Morgantown, he found a sport nearly unrecognizable from the one he left behind. The former West Virginia head coach, now back on staff at his alma mater, didn’t hold back when asked how college football has changed in the era of NIL.

“It’s like the NFL on steroids,” Rodriguez said during a candid appearance on ESPN’s College GameDay podcast.

Rodriguez, who spent the last two seasons elevating Jacksonville State into FBS play, has seen firsthand how Name, Image, and Likeness deals—and the rampant use of the transfer portal—are reshaping the college game. What used to be a long-term development model is now a year-to-year scramble.

“The biggest part is the open free agency,” Rodriguez said. “There’s no rookie salary cap, there’s no three-year contracts. That makes it really, really difficult.”

He’s not wrong. According to On3, more than 4,100 FBS players entered the transfer portal during the 2024-25 cycle—an all-time high. Add in the evolving NIL market, where top quarterbacks can command seven-figure deals, and coaches are being forced to manage not just egos and gameplans, but virtual salary caps.

But Rodriguez isn’t just venting—he’s strategizing. His focus? Culture.

“You’ve got to be open and honest with your players,” he said. “We’re going to be okay in the rev-share world. We might not have all the money, but we can still have the best culture.”

Rodriguez emphasized that a disciplined, transparent approach is key to weathering the storm. That means clear expectations, financial consistency, and a commitment to player development over flashy bidding wars.

“Everybody uses that word, ‘culture,’” Rodriguez added. “But do they live it every day?”

It’s a fair question in a sport where loyalty is optional, and money talks louder than tradition. As the game charges deeper into uncharted territory, Rodriguez is betting that authenticity still matters—and that building a program is still possible, even in an era ruled by dollar signs.

This article first appeared on Athlon Sports and was syndicated with permission.

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