Kirk Herbstreit has a long-standing history of stirring up controversies in college football. I mean just last month, he got involved in a beef with none other than Shannon Sharpe and as it was not enough, the ESPN analyst again found himself in hot water after his controversial remarks on Caleb Williams in December 2024. Once again, Kirk is at the center of a heated debate over perceived SEC favoritism. Despite a nearly three-decade tenure with ESPN and a reputation as a knowledgeable voice in college football, Herbstreit’s recent comments have sparked a storm of criticism. The veteran football analyst has been labeled “public enemy number one” among fans, who have accused ESPN of perpetuating an SEC bias.

In a bold attempt to refute these claims, Herbstreit recently appeared on the Andy & Ari On3 Podcast. “In my 29 years at ESPN, I’ve never been told to promote the SEC or favor any conference,” he said. “No one’s ever said, ‘We have a deal with the SEC, so you need to push them.’ It’s never happened.” But these assurances have done little to quell the uproar, especially after he referred to powerhouse programs like Clemson as “small little schools” while asserting that massive brands like Notre Dame and Ohio State drive ratings.

Herbstreit comments about the first College Football Playoff Final Four, a field of 12 teams including Notre Dame, Ohio State, Penn State, and Texas, has also peeved fans. He said, “We could not have paid for a better final four… Notre Dame, Ohio State, Penn State, and Texas. The only one missing is Michigan.” This statement wasn’t just a glowing endorsement of Big Ten’s dominance but also a stark dismissal of Southern football programs. “You don’t want these small little Clemson and small little Southern schools when it comes to cheering for ratings,” Herbstreit said – and, once again, emphasized that the Big Ten and Notre Dame are the network’s crown jewels. 

All the glowing remarks since the apparent ‘SEC Bias’ controversy prove that Herbstreit is trying to do damage control. Even after the Cotton Bowl matchup between the Buckeyes and the Longhorns, Kirk took to Instagram to discuss the game.

“What a game against 2 talented and determined teams. Congrats to @texasfootball on a great year. Battled till the end and have so much to be proud of and Ryan Day and @ohiostatefb it’s been so much fun watching you all season and to call your last 3 games and watch you all stick together and FIGHT together through the adversity has been an honor and I can’t wait to be in Atlanta for your last opportunity to play together against a great opponent in @ndfootball. Thank you for your example and good luck on the 20th,” Herbstreit said.

Long gone are the days when ESPN hoped for SEC- and everything connected with SEC. Moving away from their biased narrative, Herbstreit is cheering on even an independent team in Notre Dame. Of course, even in the final 4, he declared that the CFP had the best possible teams. There is, of course, an Ohio State connection with Kirk, and we get that. However, the course correction must not mean that you forgot an entire conference now. The Big 10 love shouldn’t come at the cost of program you deem “smaller”. 

Kirk Herbstreit’s pattern of controversy

This is not the first time Herbstreit receives the audience’s accusations of bias. In 2023, he was also accused of removing Florida State’s playoff chance while endorsing the SEC’s Alabama. For fans, these multiple cases often build a pattern that cannot be overlooked. Herbstreit’s effort to meet in the middle by endorsing a Big Ten-loaded playoff semifinals. It might have been considered a gesture of goodwill to the SEC’s detractors. But for SEC fans, it felt more like a slap in the face.

As the voice of college football changes with the growing playoff and changing conference affiliations, the opinions from such personalities like Herbstreit are more crucial than ever. Recent comments he has made have only added to the idea of bias. Specifically, Herbstreit still tries to reassure listeners, claiming that ESPN cares only for ‘big brands’ other than confederations, and fans do not believe it.

College football is a unique universe that deserves fair coverage, which does not diminish several areas of the country. But it reveals this wonderful sport in its diverse colors. For Kirk Herbstreit, the process of regaining fans’ faith can hardly be reduced to managing a crisis. It is rather about coming to terms with the fact that he needs to change his attitude toward fans of the game.