Report: Kelly, LSU Double NIL Budget to $18M+ In Recent Months After Losing Underwood

LSU lost highly regarded quarterback recruit Bryce Underwood to Michigan, but that development may set it up better for future success.

Pete Nakos of On 3 reported Wednesday that LSU's name, image and likeness budget "has more than doubled in recent months, now north of $18 million." Nakos called Underwood's decision to flip to the Wolverines a potential financial "flashpoint" for the SEC program looking to find success under head coach Brian Kelly.

Underwood was the No. 1 overall recruit in the class of 2025, per 247Sports' composite rankings, and he was originally committed to LSU.

However, he decided to remain in his own home state and join the Wolverines. There were multiple reports suggesting Michigan offered him eight figures, underscoring just how big of a factor money can be in the new world of college football.

Of course, that doesn't mean his decision was purely financial-driven. He gets to remain in his own state and may have a chance at immediate playing time after Wolverines quarterbacks combined for 11 touchdown passes to 13 interceptions last season on the way to the ReliaQuest Bowl.

But the reports may have inspired the Tigers to look at their own financial resources and decisions, and it seems to be paying off on the recruiting trail.

Kelly's program added the top-ranked transfer class for 2025, per 247Sports, and is also generating some early momentum on the 2026 recruiting trail with five commitments from 4-star prospects.

LSU is a program accustomed to being in the middle of College Football Playoff races and took home the national championship during the 2019, 2007 and 2003 seasons. It has not been at that level in three seasons under Kelly, though, with appearances in the Citrus Bowl, ReliaQuest Bowl and Texas Bowl.

Finding consistent success on the recruiting trail and with transfer options is the best way to change that, and that means more of a financial commitment in today's college football world.

And it seems like the Tigers are responding in kind.