In today’s college football landscape, where NIL (Name, Image, Likeness) deals are part of just about every recruiting conversation, it’s easy to assume that money talks louder than anything else. But for Kentucky’s new offensive coordinator Will Stein, the pitch starts somewhere else entirely - with accountability, toughness, and long-term vision.
Stein isn’t naïve about the current state of the game. He knows the market is what it is, and that you have to understand the going rate if you're going to be active in the Transfer Portal.
But he’s made it clear that Kentucky isn’t just out here trying to win a bidding war. That’s not the foundation he wants to build on.
“We were not the highest bidders on every single player,” Stein said. “It still goes back to relationships... and going to show players how they can develop in your offense. If the first thing to ask about is money, it's probably not the guy that we want.”
That’s a bold stance in an era where NIL opportunities can swing a recruitment overnight. But Stein’s approach is rooted in something deeper - a belief that the right kind of player is thinking beyond just the next paycheck. He’s looking for guys who want to grow, who want to be part of a system, and who understand that college football is a stepping stone, not a finish line.
At the core of Stein’s recruiting philosophy are what he calls his “non-negotiables.”
“Guys that are accountable,” he said. “We have a little rule.
It's pretty simple: Be where you're supposed to be, when you're supposed to be there, doing what you're supposed to be doing with great effort. Can you be accountable?
Can you show up on time? Can you do the little things right that take care of the big things?
That’s huge.”
And it’s not just about showing up - it’s about showing up with grit. Mental and physical toughness are high on Stein’s checklist. He’s building an offense that demands more than just talent; it demands resilience, discipline, and buy-in.
There’s also a bigger-picture message Stein is delivering to recruits - one that cuts through the noise of NIL dollars and social media hype. He calls it the “ball goes flat” speech.
“I tell them that there's no pickup YMCA football,” he said. “Like, I'm not putting on pads to go play a pickup football game.
So the ball's going to go flat. You're not going to play football forever.”
It’s a message that hits home for players who are thinking about life after the game. Injuries happen.
Careers end. The cheering stops.
And when it does, what are you left with? That’s the question Stein wants his players to think about now - not when it’s too late.
That long-term mindset isn’t unique to Stein within the Kentucky program. Head basketball coach Mark Pope has echoed similar sentiments - if money is your first priority, maybe this isn’t the place for you.
That doesn’t mean Kentucky isn’t willing to invest in talent. They are.
But Stein is looking for more than just a highlight reel. He’s looking for players who want to grow in a system, who want to be part of a culture, and who understand that development - both on and off the field - is what really sets you up for success.
Will that philosophy hold up in a world where NIL continues to reshape the recruiting landscape? That’s the big question.
But one thing’s clear: Stein and Kentucky are betting on character, culture, and commitment. And in a sport where the margins are razor-thin, that might just be the edge they need.