Ole Miss head coach Lane Kiffin believes money is far more important than any other factor when it comes to recruiting during the age of name, image and likeness rights in college football.
Ross Dellenger of Sports Illustrated asked Kiffin how much money is factoring into recruiting and shared the coach's response:
"You take a 17-year-old who, a lot of them, don't come from money and family doesn't come from money … If any person tells you that their NIL is not the No. 1 thing … Take 100 of them and ask about the No.