The Chaos Brand: Has College Football Cannibalized Its Own Product?

For decades, the allure of NCAA football was rooted in tradition. But as we enter the 2026 season, as Sportsnet first reported, that foundation is being replaced by a brand of pure chaos. From coaching carousels to a transfer portal that has become a prerequisite for success, the sport is evolving into something unrecognizable from the game played just a few years ago.

The distinction between amateurism and professionalism has become nearly impossible to discern. Top players in power-conference programs are now commanding six- and seven-figure salaries. The volatility has reached a fever pitch, with some NFL players currently attempting to return to the NCAA, a situation that may ultimately be decided in court as players battle for a fifth year of eligibility.

This 'professionalized' approach is most evident in the coaching ranks and roster construction. Lane Kiffin's recent move is a prime example of the modern carousel; Kiffin exited Ole Miss before last year's College Football Playoff (CFP) to take over at SEC rival LSU. Now at LSU, Kiffin has leaned heavily into the transfer portal and is actively pursuing those NFL players seeking a return to college. Meanwhile, Pete Golding, formerly a defensive coordinator, has returned to lead Ole Miss as head coach.

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**OPINION:** *The sport is increasingly prioritizing the 'event' over the actual product. When the narrative focuses more on lawyer-sent letters—such as the one reportedly sent by former LSU quarterback Jayden Daniels (now with the Washington Commanders) regarding the use of his name, image, and likeness—than on the game itself, we have entered an era where the spectacle is the primary draw.*

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Even the most successful programs are now built on the backs of the portal. Indiana head coach Curt Cignetti, who led the Hoosiers to a national championship last season, continues to treat the portal as a strategic necessity. After utilizing Canadian QB Kurtis Rourke and 2026 No. 1 overall NFL pick Fernando Mendoza, Cignetti has now landed TCU quarterback Josh Hoover.

Miami has followed a similar blueprint. After a run to the national championship under Mario Cristobal, the Hurricanes recruited Duke star QB Darian Mensah via the portal to replace Carson Beck. Similarly, Texas quarterback Arch Manning's supporting cast now includes Auburn transfer Cam Coleman.

While this chaos provides entertainment, it creates a landscape of extreme instability. At Michigan, new head coach Kyle Whittingham—hired to replace the fired Sherrone Moore—faces the immediate task of elevating quarterback Bryce Underwood, who struggled with a 60.3 percent completion rate last season.

As the 2026 season kicks off, the question remains: is this evolution sustainable? Between the high-stakes draft pressure on players like Manning and the constant shuffling of rosters, the 'chaos' that makes the game entertaining may eventually overshadow the sport itself.