LSU AD gives candid assessment of why Brian Kelly’s tenure failed in USA Today interview

LSU athletic director Verge Ausberry attributed the failure of former coach Brian Kelly’s tenure to a lack of connection with employees, boosters, and fans, stating that the program suffered from apathy during his time. Ausberry did not name Kelly directly but criticized the coach’s isolationist approach, which he said led to poor performance and fan disengagement, including a 49-25 loss to Texas A&M in October 2023. Ausberry contrasted Kelly’s tenure with that of incoming coach Lane Kiffin, whom he described as embodying the ‘Saban model’ of strong rapport with donors, alumni, and recruits. Kiffin, Ausberry said, will actively engage supporters, share his cell number, and foster a welcoming environment for former players—a stark contrast to Kelly’s perceived detachment. The remarks followed Kiffin’s recent apology for comments about Ole Miss’s racial history, which sparked controversy and widened a rift with his former school. Ausberry linked the coaching change to LSU’s declining public profile, arguing that media attention, even negative, was preferable to indifference. He cited the Texas A&M loss as a turning point, emphasizing that the program’s struggles were exacerbated by a lack of fan or donor investment. Ausberry also highlighted Kiffin’s efforts to rebuild ties with former players, noting that the program now welcomes them to facilities and workouts—a practice that had diminished under Kelly. The athletic director framed this as a return to LSU’s traditional culture, where former players were integral to the program’s identity. The comments reflect broader concerns about leadership and fan engagement in college football, with Ausberry positioning Kiffin as the solution to LSU’s recent struggles. His assessment underscores the importance of coach-stakeholder relationships in program success.