Culture
The PWHL pulled off its inaugural season. Year 2 will decide the future of women’s pro hockey
Marie-Philip Poulin stood on the blue line at the Bell Centre, fighting back tears.
She had just been introduced to a world record crowd in Montreal and the fans were giving her a deafening ovation. Poulin, the best women’s hockey player in the world for almost a decade, typically gets the loudest pregame cheer, especially in her home province of Quebec. But this applause — over 20 seconds long and delivered by 21,105 people — was different.
“Honestly, I didn’t know what to do, how to react, the emotions were so high,” Poulin said. “Having the Bell Centre packed for women’s hockey … it (felt like) we finally made it.”
That April 20 game broke the all-time attendance record for women’s hockey, one of many milestones for the inaugural Professional Women’s Hockey League season. Since its launch in January 2024, the long-awaited six-team league featuring the world’s best players has largely been heralded as a success. Millions of viewers tuned in for games; attendance records were repeatedly set and broken; and demand for tickets in some markets was so high that teams have already moved into bigger venues. Just last month, the league announced that it was preparing for expansion as soon as the 2025-26 season — sooner than anticipated.
But there were bumps along the way, and with the arrival of the PWHL’s second season, which begins on Saturday, big-picture questions loom. Now that the league is no longer sparkling brand new, can it maintain positive momentum? And what needs to happen to set the PWHL up for long-term success?
Five days into the PWHL’s inaugural season, Stan Kasten had seen enough.
Kasten was on a tour around the league, making stops at most teams’ home openers during the first week of the season. He visited Toronto for the first PWHL game on Jan. 1, attended a sell-out in Ottawa the next day, and watched games in New York and Boston.
Then Kasten got to Minnesota for the team’s home opener, which set a women’s pro hockey attendance record with over 13,000 fans at the Xcel Energy Center.
“That was the day I knew this was going to work,” Kasten said.
The longtime sports executive and president of the Los Angeles Dodgers became a central figure in women’s hockey after Dodgers majority owner Mark Walter and his wife, Kimbra, agreed to bankroll a new professional women’s hockey league.
The PWHL came together in a six-month sprint. Six markets and venues were chosen. A 72-game schedule was assembled. General managers and coaches and league staff were hired; players were signed and drafted. With so little time, teams played without traditional names, logos or jerseys.
“I will look back in amazement that we did it,” Kasten said. “We set the six months as our goal. … I was too dumb to know it wasn’t possible.”
The inaugural game on Jan. 1, between Toronto and New York, was sold out, albeit at Toronto’s 2,600-seat venue. Tennis legend Billie Jean King — who sits on the league’s advisory board — dropped the ceremonial puck alongside PWHL senior vice president of hockey operations Jayna Hefford. The game reached over 3 million views on Canadian television networks and the league’s YouTube stream.
“It was that moment where you’re like, ‘my childhood dream is coming true,’” said Toronto defender Jocelyne Larocque. “I had tears in my eyes because as a kid, my dream was to play pro hockey. And then, as you get a bit older, you think because I’m a woman, this isn’t going to happen for me.”
The next day, the league broke an attendance record for a women’s professional hockey game in Ottawa with over 8,000 fans at TD Place Arena. That was the record Minnesota smashed only four days later.
The honeymoon phase didn’t end after the first few weeks of the season either. The league set a world record for attendance in Toronto (19,285) in February at Scotiabank Arena, which was broken two months later at the Bell Centre when Poulin received the ovation.
Overall, the league beat its own modest attendance projections for the inaugural year. According to Kasten, the internal projection was around 1,000 fans per game. The actual figure — over 5,000 — is a major accomplishment considering that previous women’s hockey leagues mostly struggled at the gate.
“Going into this season, no one really knew what to expect. We knew that we had a product that was worth watching and that we were going to do the best we could to showcase women’s hockey,” said Toronto goalie Kristen Campbell. “The fan support (exceeded) my expectations.”
Games throughout the season were uptempo, highly skilled and surprisingly physical. They were also easy to watch, since every game was available on YouTube for free — with high-quality broadcast production paid for by the league.
“I just don’t think a lot of people understood the skill level and the athleticism of these players,” said Ottawa GM Mike Hirshfeld. “And I think once they saw that, it became really attractive.”
The league landed several partnerships with major brands — such as Air Canada, Scotiabank, Bauer and Barbie — and worked with the NHL, going to All-Star Weekend and playing two neutral-site games at NHL venues in Pittsburgh and Detroit.
But the inaugural season was far from perfect.
PWHL merchandise flew off the shelves despite a lack of team names or logos, but the rollout was criticized because of supply issues and the limited size ranges.
The New York franchise played in three different rinks and struggled to draw fans, finishing with the worst attendance in the league. One game in Bridgeport, Conn., had only 728 fans — the league’s only game with fewer than 1,000 all season.
And just nine days after Minnesota won the first-ever Walter Cup, the league announced it was parting ways with the team’s general manager, Natalie Darwitz, “effective immediately.”
Some reports suggested there was a rift between Darwitz — a legend of Minnesota hockey and now a Hockey Hall of Fame inductee — and head coach Ken Klee, with some influential players siding with Klee. However, the league maintained the decision came after a review of the team’s operations that found “there wasn’t a path forward with the current personnel in place.”
Still, when the PWHL hosted the 2024 draft and awards in St. Paul, Minn., four days after Darwitz departed, fans were dispirited. Klee, who was responsible for the team’s draft picks, was booed at points during the night. He was also heavily criticized for selecting Britta Curl, who stirred controversy in the weeks leading up to the draft for her social media activity.
When asked about Darwitz’s departure this month, Minnesota captain Kendall Coyne Schofield said it was a league decision. Klee, meanwhile, said the team was focused on moving on.
“It’s pro hockey. Things happen,” he said. “We’re excited to get the season going.”
If the PWHL’s first season was about celebrating the league’s existence, its sophomore year, just days away, will focus on maintaining momentum while remaining in startup mode.
“We are far from a finished product,” said Kasten.
The league has taken several positive steps in its first real offseason.
In September, it unveiled team names and logos; jerseys were released earlier this month. The coinciding merchandise offerings have included more design options and size ranges.
New York has moved into a single primary venue — the Prudential Center in Newark, N.J., where the team played in front of its biggest crowd (5,132) last season — while Toronto and Montreal have moved into bigger venues full-time.
“We always hoped and planned to be in bigger buildings, but I don’t think we expected it so quickly,” said Hefford. “But that demand was real and it wasn’t just a blip. It wasn’t just inaugural-year excitement. And we’re seeing that in the response from fans this year in terms of ticket sales and memberships.”
Even with an 8,150 capacity at Coca-Cola Coliseum, Toronto’s season-ticket memberships sold out for a second year in a row. And Kasten said the league expects average attendance to increase.
The PWHL will also play nine neutral-site games, mostly in NHL buildings including Seattle, Vancouver, Denver and St. Louis.
“It’s a reinforcement of what we perceive as widespread and growing interest around our sport,” he said of the neutral-site games. “I can’t say it enough times, these women, these world-class athletes who have been overlooked for so long, are finally seeing the recognition they should have been receiving for years and years.”
Perhaps the biggest development of the offseason is that the league is already looking to add up to two teams as soon as 2025-26. Last season, league leadership often tried to head off questions about expansion but Kasten said the success of Year 1 convinced league leaders to start the process sooner.
“I don’t know if we do it,” he said. “But we’re looking at it because the interest is really there.”
The league has sent out over 20 requests for proposals to interested potential expansion partners, said Amy Scheer, the PWHL’s senior vice president of business operations.
A major driver of PWHL expansion is the influx of international players. In June, over a dozen international players — from Finland, Sweden, Russia, Czechia and more — were drafted, alongside dozens more players from the NCAA. That so many players have decided to make the jump to North America is an encouraging sign. Most top players elected to stay in Europe last season and track the new league’s progress from afar.
“It became more clear what the league is going to look like and so now, I feel like everybody is trying to get a spot here,” said Team Germany forward Laura Kluge, who was invited to Toronto’s training camp after going undrafted in June. “The goal is to come here and play because (it’s) the most professional league out there.”
One of the major critiques of the PWHL last season was that — with the seven-team Premier Hockey Federation shutting down in June 2023 — the ecosystem for women’s hockey in North America became too small, with very few roster spots and development opportunities. Expansion would fix that without diluting the product, given how much talent should be coming from Europe and the NCAA over the next two years.
How expansion might work still remains to be seen. All six current PWHL teams, as well as the league itself, are owned by the Walters.
The single-entity ownership model was critical, Kasten said, to the league getting up and running as quickly as it did. But the question remains: Will the business eventually outgrow unilateral control?
Women’s hockey has attempted individual ownership in the past. The original National Women’s Hockey League folded, in part, because owners stopped seeing the value in investing. The PHF sold some teams, but the league’s main financial backers — John and Johanna Boynton — still owned four of the league’s seven teams.
“I love how it has worked for us so far. I don’t know when that model stops being the most efficient, if ever,” Kasten said. “Could that change in the future? I suppose it could, but we don’t have any plans to change it now.”
For all the progress made during this offseason, there are some longer-term benchmarks left.
The PWHL does not have the kind of media rights deals that are traditional in men’s pro sports, and those more recently signed in women’s professional basketball and soccer.
“Let’s face it, until we get a mature media plan and media revenue we won’t really be a full-fledged league,” said Kasten.
Last season, every game was broadcast on the league’s YouTube channel. This season, however, Canadian audiences won’t have access to the PWHL’s YouTube stream. Those streaming rights are now exclusive to the league’s Canadian broadcast partners, which include TSN, CBC and Amazon Prime. U.S. broadcast rights have not been announced. Pulling games off YouTube in Canadian markets is a hit to access and visibility, but the league is expected to make more money from an increase in rights fees.
“The change is positive for the league because it helps us grow in terms of stability,” Scheer said. “It helps us grow to ensure that the league is on the path to long term health and that women’s hockey will be here for good.”
The biggest challenge for the league is going to be the wage gap that exists between top players and those who make up the majority of each team’s roster, due to how the collective-bargaining agreement set player compensation and roster construction.
In Year 1, the top six players on each team were required to make at least $80,000 on guaranteed three-year contracts, per the CBA. Meanwhile, the league minimum was set at $35,000, which will increase by 3 percent to $36,050 in 2024-25. Many players’ salaries are closer to league minimum on non-guaranteed contracts. And given how much of the salary cap has already been allotted to top players, incoming players — or free agents deserving of raises — will be feeling the squeeze until those contracts expire after the 2025-26 season.
It’s a trickier problem to fix with the CBA locked in until July 31, 2031. But it’s something the league will inevitably be judged on if the business continues to grow.
Despite all these questions, perhaps the biggest change in Year 2 will be a focus not so much on milestones and records but more on the game itself.
“There were a lot of firsts last year and a lot of emotional moments — moments that were bigger than hockey,” said Poulin. “This year is about making it normal that we play in bigger buildings that sell out, that people are excited (to be there). And now we’re just going to play hockey because that’s our job.”
(Illustration: Meech Robinson / The Athletic. Photos: Mark Blinch, Minas Panagiotakis, Bruce Bennett / Getty Images; Kevin Sousa / NHLI via Getty Images; M. Anthony Nesmith / Icon Sportswire via Getty Images)
Culture
Ranking 134 college football teams after Week 13: Ole Miss, Alabama, Texas A&M re-learn an old lesson
Editor’s note: The Athletic 134 is a weekly ranking of all FBS college football teams.
Winning games is hard.
That’s a press conference cliché you’ll hear from every coach, but it’s true, especially for coaches dealing with college athletes. How else can you explain what happened on Saturday?
For two weeks, SEC fans beat the narrative drum that Indiana hadn’t played anyone. On Saturday, Indiana played Ohio State and got manhandled 38-15. Vindication! Well, until a few minutes later when Ole Miss lost to a previously 5-5 Florida team. Then Alabama lost to a 5-5 Oklahoma team (by a 24-3 score). Then Texas A&M lost to a 4-6 Auburn team. Suddenly, three SEC teams that entered the day with two losses and a clear path to the College Football Playoff had a third loss.
It turns out, winning is hard. That’s not to say all 10-1 records are created equally, or that more wins should equal a higher ranking. They don’t. Beating good teams matters. But there has to be an appreciation for winning games, even against average or above-average teams.
At one point Friday, the SEC appeared to have a path to send five teams into the 12-team College Football Playoff. By the end of the weekend, three SEC teams are in the CFP field based on this week’s Athletic 134 rankings.
Every week this season has given us an upset that has upended the CFP. I wouldn’t pencil anything in heading into the final weekend either. It’s why we love college football.
But college football is more than strength of schedule rankings, betting lines and hypotheticals. You have to play games. That’s what sports are about. You never know what can happen. So when you get a win, no matter what kind of win it is, make sure you enjoy it.
Here is this week’s edition of The Athletic 134.
1-10
Rank | Team | Record | Prev |
---|---|---|---|
1 |
11-0 |
1 |
|
2 |
10-1 |
2 |
|
3 |
10-1 |
3 |
|
4 |
10-1 |
4 |
|
5 |
10-1 |
9 |
|
6 |
9-2 |
8 |
|
7 |
9-2 |
10 |
|
8 |
10-1 |
12 |
|
9 |
10-1 |
5 |
|
10 |
10-1 |
13 |
Notre Dame fans, I told you I’d put you into the top five once you beat Army, and you did, so here you are. Beat USC, and the Irish will host a Playoff game in South Bend. I nearly put Notre Dame over Penn State, considering the Nittany Lions’ close calls against USC and Minnesota. But Penn State’s win against Illinois is now a top-25 win, and the Irish’s loss to Northern Illinois continues to be a drag. If they handle a USC team that took Penn State to overtime, there’s reason to jump the Nittany Lions.
Indiana drops to No. 9 after its loss to Ohio State, thanks to those aforementioned SEC losses. But the Hoosiers also have a good amount of solid blowout wins, and their strength of schedule in ESPN’s metric jumped up to No. 51, higher than Oregon, Miami, SMU, Notre Dame or Boise State, for what it’s worth. SMU is up to No. 8 in my rankings. The Mustangs are rolling and have that quality loss to BYU. I still don’t understand why Miami is higher than SMU in the polls and CFP rankings.
Boise State moves up to No. 10 after escaping a bad Wyoming team, but the Broncos are teetering with some recent close calls. Still, the UNLV win and Week 2’s close Oregon loss keep them around here for now. But with a rematch against No. 24 UNLV now likely in the Mountain West championship game, that Group of 5 spot in the Playoff is far from wrapped up.
Also, Georgia and Tennessee had better not overlook Georgia Tech and Vanderbilt, respectively, this week.
11-25
Rank | Team | Record | Prev |
---|---|---|---|
11 |
10-1 |
14 |
|
12 |
8-3 |
6 |
|
13 |
9-2 |
20 |
|
14 |
8-3 |
7 |
|
15 |
8-3 |
17 |
|
16 |
9-2 |
11 |
|
17 |
9-2 |
19 |
|
18 |
8-3 |
15 |
|
19 |
8-3 |
21 |
|
20 |
8-3 |
16 |
|
21 |
9-2 |
22 |
|
22 |
9-2 |
23 |
|
23 |
8-3 |
24 |
|
24 |
9-2 |
25 |
|
25 |
8-3 |
28 |
Miami is up to No. 11, even if it took a surprising amount of time to pull away from Wake Forest. But along with Indiana, the biggest winner from the SEC losses could be the ACC, which now has a strong case to get two Playoff bids, presuming SMU and Miami win this week. I have Miami in my CFP field as an at-large team.
Alabama and Ole Miss fall to Nos. 12 and 14, respectively. I don’t think the Tide are out of the CFP mix yet, but they’ll need help. Arizona State moves up to No. 13 after the win against BYU to take the top spot in the Big 12, while BYU falls to No. 16. The Cougars still have wins against SMU and Kansas State, so they don’t fall too far.
Clemson moves up to No. 17, and I don’t understand why the Tigers are No. 12 in both polls. They don’t have any good wins, and they shouldn’t be behind two SEC teams that beat Georgia, since Georgia whipped Clemson. If Clemson beats South Carolina, then we can start a CFP at-large conversation, but the Tigers shouldn’t be near there right now, and it’s going to be hard to convince me a second ACC spot shouldn’t go to SMU or Miami. I’m very curious where the committee puts Clemson. Anything close to No. 12 opens the possibility the Tigers jump the loser of the potential SMU-Miami matchup.
Kansas State is up to No. 19, back ahead of No. 20 Colorado and still ahead of No. 21 Tulane because the Wildcats beat both. Iowa State is at No. 22 and has a path to the Big 12 Championship Game after all.
26-50
Rank | Team | Record | Prev |
---|---|---|---|
26 |
7-4 |
26 |
|
27 |
9-1 |
18 |
|
28 |
8-3 |
30 |
|
29 |
7-4 |
32 |
|
30 |
7-4 |
33 |
|
31 |
9-2 |
34 |
|
32 |
7-4 |
29 |
|
33 |
6-5 |
43 |
|
34 |
7-4 |
35 |
|
35 |
6-5 |
31 |
|
36 |
7-4 |
36 |
|
37 |
8-3 |
39 |
|
38 |
6-5 |
37 |
|
39 |
6-5 |
38 |
|
40 |
7-4 |
40 |
|
41 |
7-4 |
42 |
|
42 |
6-5 |
41 |
|
43 |
8-3 |
27 |
|
44 |
6-5 |
44 |
|
45 |
6-5 |
45 |
|
46 |
6-5 |
53 |
|
47 |
5-6 |
58 |
|
48 |
9-2 |
47 |
|
49 |
6-5 |
50 |
|
50 |
6-5 |
54 |
Army drops out of the top 25 to No. 27 after a 49-14 loss to Notre Dame. No. 28 Syracuse is quietly an impressive 8-3 in Fran Brown’s first season, including a win against UNLV. Florida climbs all the way up to No. 33 after beating Ole Miss, one week after the win against LSU. The Gators are the highest-ranked 6-5 team, with all five losses coming to top-25 teams.
Washington State tumbles to No. 43 after losing to Oregon State, which came after a loss to New Mexico. Oklahoma jumps up to No. 46 after beating Alabama, its first win since September. No. 47 Kansas is the best 5-6 team in the country. The Jayhawks are the first team in history to beat three consecutive top-25 teams while a sub-.500 team, the latest a dominant performance against Colorado. West Virginia beat UCF to get bowl-eligible and climb up to No. 50.
51-75
Boston College planted North Carolina and moves up to No. 52. James Madison drops to No. 55 after losing to Appalachian State in the snow, and the Tar Heels fall to No. 56.
Cal came back to beat Stanford, get bowl-eligible and move up to No. 54, still ahead of Auburn, which climbs after beating Texas A&M. Cal’s win against Auburn keeps the Golden Bears ahead.
Marshall jumps up to No. 65 after beating Coastal Carolina and remaining atop the Sun Belt East division. No. 73 Jacksonville State has won eight consecutive games after an 0-3 start and clinched a spot in the Conference USA Championship Game. Liberty’s win against Western Kentucky puts those two plus Sam Houston in the mix for the other CUSA spot.
76-100
Colorado State got bit, losing at Fresno State to significantly damage the Rams’ Mountain West championship hopes. They now need UNLV to lose to Nevada. Miami (Ohio), Ohio and Bowling Green are all 6-1 in MAC play heading into the final weekend, and all three move up after wins. No. 84 East Carolina is now 4-0 under interim head coach Blake Harrell, who is putting himself into the conversation to get the full-time job.
Oregon State moves up to No. 88 after beating Washington State but stays behind San Jose State due to the head-to-head result. Texas State tumbles to No. 91 after losing to Georgia State. Oklahoma State finally showed a pulse but lost 56-48 to Texas Tech to make it eight consecutive losses and an 0-8 record in Big 12 play.
101-134
No. 103 Florida State finally got a second win, against FCS Charleston Southern. No. 112 Charlotte beat FAU in a battle of interim coaches. No. 113 Central Michigan beat Western Michigan, and then coach Jim McElwain retired.
No. 134 Kent State missed its last best chance at a win in a 38-17 loss to No. 128 Akron. The Golden Flashes must win at Buffalo to avoid an 0-12 season.
The Athletic 134 series is part of a partnership with Allstate. The Athletic maintains full editorial independence. Partners have no control over or input into the reporting or editing process and do not review stories before publication.
(Photo: James Gilbert / Getty Images)
Culture
Former Marlins GM Kim Ng spearheads new pro softball league: ‘MLB for softball’
For the first time since its founding in 2020, Athletes Unlimited (AU) is organizing a traditional team-based league meant to be “Major League Baseball for softball,” in the words of former Miami Marlins general manager Kim Ng, the senior advisor of the inaugural Athletes Unlimited Softball League (AUSL).
AU has annually hosted weeks-long competitions for pro women’s sports, including softball, basketball, volleyball and lacrosse, with no coaches or GMs involved. A player, as opposed to a team, would win the so-called championship for a given season based on an unorthodox points system, with all games held at one location. Softball is the first sport for which AU is implementing a team format.
The AUSL, scheduled to start in June 2025, is set to facilitate a 30-game slate for each of its four teams. The sites of said games will vary across to-be-determined touring locations, meant to help inform the league’s leadership on which cities might be most receptive to supporting a professional softball team in the long term. Starting in 2026, the AUSL plans to station up to six teams in different cities.
At least 30 AUSL games will be exclusively broadcasted on ESPN, ESPN2 or ESPNU.
Softball icon Jennie Finch, an Olympic gold medalist, is one of four supporting advisors to Ng, whose tenure as Marlins GM from 2020 to 2023 made her the first female GM in North America’s big four sports leagues (MLB, NFL, NBA, NHL). Ng believes the establishment of a premier softball league has been long overdue. But perhaps there is no better time than now, given the momentum stirred in recent years by sports such as women’s college basketball and the WNBA.
GET HYPE Y’ALL 🗣️
we are thrilled to introduce the first group of players to join the #AUSL ✍️
👉 https://t.co/F5bUlvhV0D pic.twitter.com/UQIdaBtJWn
— AUSL (@theAUSLofficial) November 22, 2024
“There are people every day saying, ‘On Saturday night, I was watching the WNBA game with my 10-year-old son.’ … Stuff we didn’t think would happen for quite some time has all of a sudden just become so much more mainstream,” Ng said.
Ng hopes AUSL will serve as a training ground for the best softball players in the world ahead of the sport’s return at the 2028 Summer Olympics.
The group of coaches and GMs selected for the first season are prominent softball figures. Stacey Nuveman-Deniz, a two-time Olympic gold medalist, is one of the four coaches. The GMs include Lisa Fernandez, a three-time Olympic gold medalist, and Cat Osterman, a four-time National Pro Fastpitch champion, among others. And among the first nine players signed are Olympic silver medalists Carley Hoover and Dejah Mulipola.
The four teams will construct their rosters via the AUSL Allocation Draft in early 2025 and a college draft in the spring, a significant shift from how AU’s leagues have previously functioned.
Players with the most points on an individual leaderboard would be deemed captains and given the power to pick their teams on a weekly basis, with an individual being crowned as champion at the end of the season. This setup will not go away entirely. After a best-of-three championship series decides the AUSL champion, the AUSL All-Star Cup, formerly known as the AU Pro Softball Championship season, will take place over four weeks to determine an individual champion. Such a format was born of a player-centric mission sported by AU, which has no owners or investors and instead enables players to serve as direct shareholders.
Ng said she probably should’ve taken more time off after stepping down from her GM role with the Marlins in October 2023. The AUSL, and what it might enable for the future of softball and other professional women’s sports, was just too important for her to pass up.
“Being a woman who has fought for other women in sports, and now to have the opportunity to be someone on the inside fighting for women’s sports, that’s really cool,” said Ng, who joined AU this past summer to lead the AUSL.
(Photo of Kim Ng from 2022: Megan Briggs / Getty Images)
Culture
Brian Kelly left Notre Dame for LSU to win a title. Why is he further away from that than ever?
The low point of Brian Kelly’s 38 games as head coach at LSU came in Gainesville two weeks ago, with a third consecutive loss and two heated sideline exchanges with his players.
The first sideline interaction looked familiar: Kelly got in the face of wide receiver Chris Hilton with a stern lecture that featured a couple of expletives. The second was different: Kyren Lacy, the team’s leading receiver, seemingly startled Kelly when he yelled at his coach after another failed LSU possession.
The loss to Florida snapped Kelly’s string of seven straight seasons with at least 10 wins, dating back to his time with Notre Dame, and feels indicative of larger issues at LSU. It’s difficult to look toward 2025 and project a significant turnaround for the Tigers — especially after five-star quarterback Bryce Underwood flipped his verbal commitment from LSU to Michigan late last week.
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Kelly’s first season included an SEC West title and win over Alabama, and his second featured a Heisman Trophy winner and 10 victories. But the Tigers (7-4) head into their regular-season finale against Oklahoma playing out the string on a disappointing year.
“It’s just not up to the standard. It’s been patchwork,” a person long affiliated with LSU football said.
Almost three full seasons after Kelly made the audacious decision to leave Notre Dame to chase a national championship at one of the SEC’s most volatile superpowers, it remains to be seen whether he fits the job and can effectively recruit and coach the players the Tigers need to reach that goal.
The Athletic spoke with more than a half-dozen people who have ties to LSU and Kelly for this story. Most were granted anonymity to speak candidly about how Kelly’s tenure at LSU has gone and whether the marriage can be successful.
LSU’s last three coaches — Nick Saban, Les Miles and Ed Orgeron — had all won national championships by the end of their fourth seasons in Baton Rouge. Kelly ran toward, not away from, that standard upon his arrival.
“I want to be in an environment where I have the resources to win a national championship,” Kelly said in the spring of 2022. “And I came down here because I want to be in the American League East,” a reference to the hyper-competitive Major League Baseball division that features the Red Sox and Yankees.
Instead, Kelly will enter Year 4 still searching for the right combination of assistant coaches and with a roster that looks more like the early stages of a rebuild than one ready to contend in the toughest conference in the country.
From the moment LSU athletic director Scott Woodward made the surprising move to pull Kelly from Notre Dame on Dec. 1, 2021, with a 10-year, $95 million contract, the biggest question was: How would the Massachusetts native fit at the SEC school?
While some pointed to Kelly’s career spent coaching in the North and an awkward foray into a Southern accent — “my FAM-i-lee” — at an introductory appearance as signs that his long track record of success might not be transferrable to LSU, those familiar with the program and the coach say his hands-off and at times detached management style has not matched what’s needed at LSU.
“Brian Kelly’s trying to be the same guy he was at Notre Dame at LSU, and it ain’t working,” a former assistant said.
Last week on the SEC coaches’ teleconference, Kelly was asked by The Athletic to what extent he was still learning what works best at LSU. “I don’t know that it’s as much about me as much as it’s about us, and how we continue to build our program consistently,” Kelly said.
Cleaning house
With the full backing of Woodward, who felt the program lacked structure under Orgeron, Kelly cleaned house when he arrived at LSU. It was an unusually deep cleaning for a power-conference program just two years removed from a national championship. But Orgeron was seen by Woodward as running too loose a ship, and the volatility made it difficult to sustain success. The idea was to start anew and implement a more buttoned-up approach.
About 50 people were replaced, from assistant coaches to support staff, including longtime strength and conditioning coach Tommy Moffitt, now at Texas A&M.
“I think just that first (coaching) staff was not what the staff needed to be, and it probably was trying to be too clean of a break,” a former staffer said.
That appears to have been an overcorrection.
“You lose your way a little bit,” the source long affiliated with LSU said.
After pivoting hard away from Coach O’s regime, Kelly, again with input from Woodward, pivoted back after the 2023 season to try to fix an abysmal defense that undercut Heisman winner Jayden Daniels and a spectacular offense, and to fortify credibility on the recruiting trail close to home after Kelly’s first full signing class had only 10 in-state players.
Corey Raymond, a former LSU player who was part of the 2019 national champion staff, was brought back to coach the secondary. Raymond helped establish LSU’s reputation for elite defensive back play. Bo Davis, another former player who was part of the 2003 national title staff under Saban, returned as defensive line coach.
“I think to recruit Louisiana, you have to have Louisiana guys,” the former staffer said.
In addition, Blake Baker — who had a brief stint as linebackers coach at LSU in 2021, Orgeron’s final season — was brought back from Missouri as defensive coordinator at $2.5 million per year. The defense is better than last year’s version, which was maybe the worst in school history, but it still ranks near the bottom of the SEC.
It was expected for the offense to regress some from the best in the country with the departure of Daniels and two first-round NFL Draft pick receivers in Malik Nabers and Brian Thomas. Instead, the drop-off has been drastic for what appears to be LSU’s more talented side of the ball, led by two offensive tackles with first-round potential and quarterback Garrett Nussmeier.
The offensive coordinator transition from Mike Denbrock, who left LSU after last season to return to Notre Dame, to Joe Sloan, who was promoted from quarterbacks coach to replace Denbrock, has not gone well. The Tigers are ninth in the SEC in yards per play (6.11) and 11th in points per game (28.6).
“Scott Woodward and Brian Kelly made a personnel gamble when they decided to let Mike Denbrock out the door because they felt like Joe Sloan was the answer,” the former assistant said. “The data right now would tell you that that’s not the case.”
Woodward declined a request to be interviewed for this story through an LSU spokesman.
Kelly could very well be heading back into the market for an offensive coordinator after this season.
The BK Way
Kelly has always taken something of a 30,000-foot approach to running a program, and the results show he knows what he’s doing. Kelly has a .725 winning percentage over 21 years coaching in the FBS, which doesn’t include 118 victories in 13 seasons leading Division II Grand Valley State.
But even at Notre Dame, particularly after going 4-8 in 2016, Kelly conceded he needed to be more present for his players, acknowledging they wanted him to be more available and connected to the team.
Changes were made and the Fighting Irish took off on the best run the program had since its glory run under Lou Holtz, bulldozing to five consecutive double-digit win seasons and two College Football Playoff appearances.
“When Brian Kelly’s at Notre Dame, he can be his CEO self. He’s often surrounded by excellent staff members and business just goes on as usual,” the former assistant said.
Thirty years of being one of the most successful coaches in college football has made Kelly confident in his ability to build a winning program. At LSU, he seems to have underestimated the need to adjust.
Kelly brought with him from Notre Dame an accountability system for the players, which rewards and penalizes things such as timeliness, dress code, health and wellness check-ins and taking nutritional supplements. Players are either above the line or below the line, and being below can result in a loss of playing time.
“You can’t be late for meetings. You’ve got to take your vitamins every day. You have to do a wellness check-in app on your phone every day, and for (some of) these guys it’s a foreign language to them,” the former staffer said. “… Installing culture is a great idea, but now the way you’re installing culture is actually creating a culture problem.”
Charles Turner, who arrived at LSU in 2019 for the Tigers national title team and was the team’s starting center in 2022 and ‘23, said he had hardly any personal interactions in two seasons playing for Kelly.
Turner said players had to schedule appointments to visit Kelly, which was much different than Orgeron’s open-door policy.
“For Coach Kelly, I think this is a different dynamic for him. … When I was playing for Kelly the last two years, I didn’t talk to him. I started every game for him. Just, ‘Hey, hi. How you doing?’ And that was really it. We never talked Xs and Os. I never sat in his office and got personal with him. He really never got to know me.”
Turner said he hopes Kelly can get it turned around but added he “might not be the best fit” for LSU.
“He’s definitely a good coach, but as far as championships and all that other stuff, you gotta come a different way with your players,” Turner said. “You have to let your players know that you really got ’em.”
A second former assistant echoed Turner: “If you don’t really know the players, if you don’t know how to come at them, don’t know how to talk to them, don’t know how to build relationships with them — if you’re not involved with them, it’s not gonna work.”
Another source said Kelly makes an effort to try to connect with his players, though it doesn’t always seem to come naturally to the coach.
“I think the (players) that believe in him, believe in him,” the source long affiliated with LSU said. “He’s had to find his way when he first got here because it is a different animal.”
Of the two sideline dust-ups at Florida, Kelly chewing out Hilton drew the most attention.
“I do think he is held to a little bit of an unfair (standard) because people want to see him fail,” the former assistant said.
Kelly alluded to this during an interview with Paul Finebaum on the SEC Network last week.
“I find it kind of interesting that I am the only coach in the country that has conversations with their players on the sideline. But be that as it may, we were having a coaching moment with one of my wide receivers, you know, who is desperately wanting to make big plays for us,” Kelly said.
Lacy initiating an exchange with Kelly was more notable. Whether it was a red flag signaling deeper problems or an isolated incident, it was something not seen much at the college level between head coach and player. Kelly said during the interview he had no issue with Lacy expressing his frustration.
“Unfortunately sometimes the camera’s in our office where we’re working, and that comes with being the head coach at a high-profile institution like LSU,” he said.
Recruiting misses
It was one of the first questions Kelly faced after the move: Would he be able to recruit in the SEC against the likes of Georgia’s Kirby Smart and Alabama’s Nick Saban? Kelly and his initial staff were short on recruiting ties and institutional knowledge of a talent-rich state where battles can be fierce.
New Orleans native and longtime SEC assistant Frank Wilson was the one notable addition to the first staff to build those Louisiana connections, but Kelly put Brian Polian, who had been a key member of his staff at Notre Dame, in charge of recruiting.
Kelly himself has never been as hands-on and immersed in the recruiting process as might be necessary to compete with SEC machines, where a top-10 national class might rank closer to the middle of the conference than the top.
“You sit down with these parents and these guardians and these people that are around these kids, and a big part of their decision making is, ‘Who do I trust? Who gives off this vibe that, you know, I want my kid to be with?’ And I think BK probably struggles there a little bit. I think they bring him in as the closer, and I don’t know that that’s his specialty,” the former staff member said.
LSU’s recruiting classes under Kelly haven’t been poorly rated. The 2022 class he mostly inherited was ranked 12th in the country by 247Sports’ composite rankings, because it only had 15 players. The stars were offensive tackles Will Campbell and Emery Jones, tight end Mason Taylor and linebacker Harold Perkins Jr., all juniors who could jump to the NFL after this season.
Almost half that class, seven players, has already transferred out.
LSU’s first full recruiting class under Kelly in 2023 ranked sixth in the country in the 247Sports Composite. Only 10 of the 26 signees were from Louisiana high schools. Only 15 members of the class are still with the team. Most notably, five-star offensive lineman Lance Heard from Bonita, La., transferred to Tennessee, where he starts.
The class that should be the backbone of next year’s LSU team has so far produced four significant contributors, led by linebacker Whit Weeks. Instead, there is a glaring hole in the roster.
“We didn’t need to go to all those other places (outside LSU’s traditional footprint) to get guys. We’ve got guys right here. I think you had arrogance, and that’s what happened. It set us back. There’s no doubt,” the source long affiliated with the program said. “(Polian) was still recruiting like he had at Notre Dame.”
Of course high school recruiting isn’t the only way to improve a roster these days. LSU found a Heisman winner in Daniels in the transfer portal in 2022. Two of the team’s best players this season, edge rusher Bradyn Swinson and receiver Aaron Anderson, were portal additions in 2023. Still, LSU under Kelly has not shown the capacity to transform the roster through transfers the way SEC rival Ole Miss has done under Lane Kiffin. Though Kelly’s biggest win this season came against the Rebels, who have shown portaling to the championship can be a perilous path.
There are also questions about how well LSU is keeping up with the competition when it comes to name, image and likeness compensation for players.
“Some of it has been the misperception that this place is rolling in dough, when the reality of it is they are losing recruits because they’re simply being outbid,” one of the former assistants said.
That appears to be the case for what might turn out to be a bigger loss than anything that has happened on the field this season. Late last week, Underwood — who was primarily recruited by Sloan — decommitted from LSU after 10 months. Underwood is reportedly set to receive an NIL deal worth millions over multiple years for going to Michigan.
Back in May, Kelly lamented LSU coming up short when portal shopping: “We were in the market, in the transfer portal, looking for defensive linemen. It hasn’t fared very well, quite frankly, because we are selling something a little bit differently. And that is, we want to recruit. We want to engage, build relationships. We want to develop, retain, and have success. We’re not in the market of buying players. … And unfortunately, right now, that’s what some guys are looking for. They want to be bought. … We’re not going to go out and buy players.”
With revenue-sharing with players on the horizon, and possibly less emphasis on booster-funded NIL deals, the system might be moving in Kelly’s favor.
What’s next?
Despite dissatisfaction at LSU — there were some “Fire Kelly” chants coming from the student section early in Saturday’s 24-17 home victory against Vanderbilt — Kelly will not be ousted anytime soon.
“Nothing happens without him being the head coach because it is an economic problem that they cannot solve,” a second former LSU staffer said.
Woodward gave Kelly a 10-year guaranteed contract, and the buyout currently sits at $64.5 million. That goes down by $9.5 million annually.
It’s easy to look at the declining results and apparent trajectory of LSU football and conclude Kelly will enter Year 4 on a hot seat, with a roster unable to compete for a Playoff spot. Economics might force patience, and not everybody believes this situation is irreversible.
“I think where LSU’s in a good spot is BK is Scott’s guy. Scott is BK’s guy, they’re gonna work together. (LSU) President (William) Tate’s supportive. They do actually have the pieces in place right now, they just don’t have the roster in place,” the former staffer said.
A victory over the Commodores is no cause for celebration at LSU — more of a temporary respite after three weeks of mostly bad news and a little something to back up the signs of progress Kelly insists he sees.
“Based upon the feedback that I’m getting from (weekly meetings with) our leadership council here, we’re right on where we need to be in terms of building the foundation of our program,” Kelly said last week. “We have to continue to recruit. Our players are playing hard. They’re playing with the right kind of attitude. But this is the SEC. And the talent is real.”
(Top photo: Meech Robinson/ The Athletic; Photo: James Gilbert / Getty Images)
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