Kirby Smart’s Honest Admission on GM Role Forces Georgia AD to Make Big Announcement
In a shocking twist that has sent tremors through the college football landscape, Georgia Bulldogs head coach Kirby Smart made a brutally honest admission about his behind-the-scenes power at UGA—an admission that has forced Athletic Director Josh Brooks to make a stunning public announcement reshaping the university’s athletic governance structure.
At a recent booster event, Smart dropped what many are calling a “truth bomb.” In a moment of unfiltered candor, the two-time national champion admitted, “I’m not just the coach—I’m the general manager, too. I call the shots on who we recruit, who we retain, who hits the portal, and who gets NIL deals.” The comment, intended to rally support and showcase the program’s aggressive strategic approach, instead ignited controversy across the NCAA and within Georgia’s own administration.
The term “general manager” may be commonplace in the NFL, but in college football, such an admission borders on scandalous. NCAA rules prohibit direct payments or inducements for recruits and strongly discourage centralized control of NIL (Name, Image, and Likeness) funds by coaches. Smart’s confession, whether accidental or not, gave the impression that Georgia’s football operations are skating on dangerously thin ice—if not outright breaking the rules.
This firestorm prompted Georgia Athletic Director Josh Brooks to hold an emergency press conference. With visible unease, Brooks declared, “Coach Smart’s comments have been taken out of context. While he plays a vital role in shaping our football program, the University maintains strict compliance with NCAA guidelines. However, we recognize the growing complexity of the modern college football environment and are implementing structural changes to ensure better oversight.”
Brooks then announced the creation of a new role: Executive Director of Player Personnel and Compliance, a position intended to serve as a firewall between the coaching staff and NIL operations. The implication was clear—Kirby Smart will no longer have unchecked influence over the program’s financial and strategic decisions.
But the damage was already done.
Rival coaches pounced on Smart’s admission, calling it proof of the “Wild West” culture at Georgia. Anonymous SEC insiders claim the NCAA has quietly opened an inquiry, though no official investigation has been announced. Meanwhile, some Bulldogs fans are split—many admire Smart’s unapologetic control and results, while others fear this level of power invites scandal.
Fiction or not, the tale echoes real anxieties around the power wielded by elite college coaches. In this imagined but disturbingly plausible scenario, Kirby Smart’s slip of honesty forces Georgia’s top brass to confront a dangerous question: Has the head coach become bigger than the university itself?
Whether this controversy is the beginning of greater oversight—or merely the tip of an iceberg of violations—remains to be seen. But one thing is certain: Kirby Smart’s role at Georgia will never be viewed the same again.
