Nebraska Cornhuskers Head Coach Matt Rhule recently made two calculated moves that illustrate his long-term strategy for building the program: a dedication to culture and a commitment to aggressive financial investment. In the modern college football landscape, which is dominated by the transfer portal and Name, Image, and Likeness (NIL) deals, Rhule is strategically towing the line between a traditional developmental program and an NIL powerhouse.
Rhule’s first key move was rewarding sophomore kick returner Kenneth Williams with a scholarship following his impactful performance in the victory over Maryland. Per Cornhuskers Wire, Williams, a former walk-on, earned the scholarship after his career-best 85-yard kick return that played a big role in Nebraska’s comeback win.
While it may not seem like much, this move by Rhule is extremely important. Scholarships are a program’s most valuable resource. No matter how big or small the school is, no matter how much money boosters contribute, every team has a maximum amount of scholarships. In the era of the transfer portal and NIL, using a scholarship on a walk on returner would almost seem foolish.
But this move by Rhule is proof that he is keeping his focus on the larger prize. By using a scholarship to reward a walk-on, Rhule sends a strong message to the locker room. Hard work, loyalty, and production on the field were once highly valued traditional college football elements. And at Nebraska, they will continue to be recognized. This focus on culture is essential for maintaining camaraderie, unit togetherness, and player retention. As much as many think of modern college football as just the NFL but on college campuses, that is not (at least not right now) the case. There are still deeper traditions, personalities and “love of the game” elements at play. And Rhule is right to keep the tradition of rewarding walk-ons with scholarships when they’ve earned it. Players want to go to programs that embrace culture, not corporatize it.
The second move, however, shows that Rhule is not ignoring the financial realities of the sport. Per SI.com, Rhule expressed his desire for Nebraska to be at the forefront of the NIL investment, stating, “In a world of $30 and $40 million rosters… I’d like us to do the same thing. I’d like to invest. I’d like to be at the front of everything.” Rhule recognizes that while a strong culture is the core of a successful program, significant financial capital is necessary to attract top transfer players and NIL targets to “push [the team] over the top” and become a perennial contender.
This strategy mirrors the successful model seen in the NFL, where the best teams develop players through the draft (recruiting and developing) and use free agency (NIL and transfer portal) to fill key holes and provide the finishing touch for championships. By successfully balancing a developmental culture where every player, from the walk-on to the star recruit, has an opportunity to play based on performance, while simultaneously committing to aggressive financial investment, Matt Rhule is laying the foundation for Nebraska to sustain long-term success and compete for a spot in the College Football Playoff for years to come.
Disclaimer: The content of this article was originally published as a YouTube video on the SMI College Football Show YouTube channel. With AI assistance, the publisher of the video created this article based on the content of that video.
