College football is headed in a different way, and Brian Kelly feels it. That major move by LSU only intensifies that notion. And yeah, it’s probably giving them a step ahead over most college football programs. You see, CFB recruiting is mirroring the NFL free agency more and more. 

Even retired GOAT coach Nick Saban mentioned that seven months after his retirement in January 2024. “I think the GM is what you would refer to as a GM in the NFL,” he said. “Like most of the time, if you were coaching in the NFL, you make a decision before you go in. I’m going to coach the players. I’m going to cut the players. But you’re going to decide who we bring to the team. So these young GMs are going to do that type of thing.” And that’s exactly why Brian Kelly is doubling down on their guy. 

Per program insider Wilson Alexander, LSU is set to give their GM, Austin Thomas, an extension with a raise from $425,000 to $850,000. And it’s set to span across three years. So, $2.5 million!

In a new On3 episode on April 27, J.D. PicKell dropped his stance on Thomas, who’s officially listed as senior associate AD. “The role he’s doing right now with Brian Kelly is one that I think all GMs are slowly but surely going to get to,” he said. “And what I mean by that is right now in college football, the general manager position… As much as he [Thomas] works with Brian Kelly, he works with Scott Woodward, the AD at LSU and so far for Austin Thomas, now as things progress like the benefit you have at LSU is you have a guy in your GM position in Baton Rouge that is going to keep things consistent regardless of where college football is at.” It’s a gamble, yeah, but a wise one, no doubt. 

Austin Thomas isn’t just some administrator pushing papers. He’s the architect behind LSU’s roster. College football’s GM role has exploded, and this 2008 Lipscomb graduate? He’s been ahead of the curve for years. Someone’s got to manage the chaos of the transfer portal. “LSU is in the best position right now structurally to one, activate that with your GM overseeing the admin part of your football team,” PicKell added. “And then also you’re able to have a structure to make sure it all goes to the right place.” Thomas was indeed the first person to hold the title of GM in SEC history when he was promoted to the role at LSU in 2016. So it’s no wonder that Brian Kelly and Co. had to gamble at such a high stake. 

It’s not just LSU throwing bags around. Alabama’s Courtney Morgan is at $850K, USC tossed over a million to Chad Bowden, and UNC straight-up gave Michael Lombardi the best GM deal—$1.5M under Bill Belichick. You see, NFL guys know something’s up. The market’s crazy, but Brian Kelly could be in good hands. As PicKell puts it—“Brian Kelly is a football coach and so when you have a guy overseeing all the admin stuff as your GM like Austin Thomas is, that frees up your coaches to be coaches.” That kind of setup is going to win big in this new era, and it’s already paying off. 

Brian Kelly snags the No. 1 player available in the transfer portal

Yeah, Brian Kelly just brought home USF transfer DL Bernard Gooden to Baton Rouge. He was supposed to meet with Miami, Ole Miss, and SMU, but his first LSU visit was a wrap. He didn’t even bother taking those trips. Maybe he isn’t some 5-star headline attraction, but the 6’2, 280-pounder is a monster up front. All-AAC Honorable Mention at USF last year—355 total tackles, two pass deflections, and 1.5 sacks. 

Now with Bernard Gooden on the roster, LSU is sitting pretty with the No. 1 transfer portal class in the country, according to 247Sports, with 17 incoming players. Even their high school recruiting class is a top-10 in the nation. If you can already guess, this is not a coincidence. It’s Austin Thomas at work. And you better believe Brian Kelly has big plans for 2025. 

LSU is returning its starter in Garrett Nussmeier, while other SEC rivals are battling QB chaos. This could be their biggest window. Brian Kelly’s going all in, and the goal’s no less than a title win.