Money talks, but Georgia lets the scoreboard do the shouting. Sure, last season ended with a Sugar Bowl gut punch, but calling the Dawgs underdogs? That’s comedy. Three title game appearances and two rings don’t happen by accident. Amidst teams such as Michigan, who are freely distributing NIL money like confetti, Kirby Smart remains committed to his tried-and-tested approach but looks like that’s putting other teams under pressure. As in this constantly evolving NIL era, Georgia isn’t chasing trends. They’re setting standards.

Well, Georgia doesn’t need to play the highest-bidder game when recruits already see Athens as the safest investment in college football. But why? Win or no win, the Bulldogs will always remain strong contenders for the championship, making it an easy choice for recruits. This credibility allows Kirby Smart to spend wisely instead of desperately. An SEC NIL collective stated, “A school like Georgia has the history where they can pay a little less.” Unlike Texas, Texas A&M, Oregon, and Ohio State, which throw large sums of money, Georgia is able to secure top-tier talent without wasting funds.

Moreover, despite having a nearly $193 million athletic budget, which is nearly a 10% increase from the previous year, Georgia plays the NIL game prudently. An ACC collective representative stated, “Georgia is pretty good with how they spend money. Kirby (Smart) is still able to play off the cache that is Georgia. It’s rare that they ever overspend,” And this efficiency extends beyond five-star recruits. Example? Their recent quarterback steal? Hezekiah Millender, who transferred from Boise State to Georgia without making any NIL noise.

In fact, the Bulldogs recently secured the second-best recruiting class in 2025, trailing only Texas, and yet they were not among the biggest NIL spenders. Another SEC NIL collective mentioned, “Probably Ohio State and Georgia. Georgia got some guys for a steal. Kirby really leaned into some old-school stuff in getting guys to come at a discount.” Their biggest flex? It’s Five-star defensive lineman Elijah Griffin, the prize of Georgia’s class. NIL giants threw serious cash around, but Kirby Smart’s legacy didn’t need to be outbid—he just sold what Georgia already guarantees.

Additionally, the Bulldogs secured top edge rusher Isaiah Gibson, linebacker Zayden Walker, and receiver Talyan Taylor without engaging in reckless bidding wars. Meanwhile, programs like Oregon and Ohio State are spending money just to stay in the competition. Despite being the highest NIL spenders, they rank fourth and fifth in recruiting, respectively. Georgia, on the other hand, dominates them while keeping its expenses in check.

According to 247Sports, Smart’s program spends approximately $18.3 million on recruiting, which is not the highest figure. Nevertheless, despite a challenging season, the Bulldogs successfully secured elite talent. This demonstrates not only smart spending but also Kirby Smart’s recruiting mastery.

Kirby Smart’s recruiting excellence

The Bulldogs just turned their backyard into a gold mine, and Kirby Smart holds the pickaxe. Georgia now boasts a record haul of in-state prospects, with 22 high school signees and transfers from the Peach State—the highest total of Smart’s tenure.

Plus interesting thing is the Dawgs haven’t shown this much local dominance since 2017, when they managed to secure 18 recruits from their own backyard. So, what keeps Coach Smart consistently attracting top talent from Georgia?

Well, one reason is the inherent advantage he has. By filling the roster with homegrown stars, Smart isn’t just acquiring skilled players; he’s also getting individuals who have a strong emotional connection to the program. When a kid grows up with Bulldog Saturdays woven into their DNA, commitment isn’t a sales pitch—it’s instinct. This kind of loyalty remains steadfast even when other schools attempt to lure them away.

But what truly gives Smart the upper hand in recruiting? It’s his deep roots in the state. His late father, Sonny Smart, spent many years coaching high school football in Georgia, and the relationships he built with players and coaches don’t just disappear—they multiply. That’s why, year after year, Smart continues to keep the Georgia pipeline flowing. In fact, the Bulldogs’ 2025 class is almost complete, with 27 recruits already committed during the winter period, 24 of whom are already on campus.

As National Signing Day approaches its conclusion, Georgia’s recruiting machine shows no signs of slowing down. Loyalty, strategy and a head coach who understands the importance of nurturing local talent all contribute to the foundation of this powerhouse program.