Breaking: Coach Marcus Kia of Notre Dame shocks the NCAA community by declining $5.4 million NIL offers from Kansas State and Auburn in order to remain at Notre Dame.

In an era dominated by Name, Image, and Likeness (NIL) deals, where money increasingly dictates movement in college athletics, Coach Marcus Kia of Notre Dame has sent shockwaves through the NCAA community by choosing loyalty over lucrative opportunities. Sources confirmed on Tuesday morning that Kia turned down a combined $5.4 million in NIL-related offers from Kansas State and Auburn, instead reaffirming his commitment to the Fighting Irish.

The decision defies the current trend in college athletics, where even the most modest programs have seen significant turnover as players and coaches chase financial windfalls. Kia’s unwavering loyalty to Notre Dame has made him a national story—and perhaps the embodiment of a new kind of leadership amid the NIL revolution.

Kia, just 36 years old, has quickly ascended the college football coaching ranks thanks to his tactical brilliance, magnetic leadership, and ability to develop talent. Hired by Notre Dame as a quarterbacks coach in 2022, Kia’s rise was meteoric. By 2024, he was promoted to offensive coordinator, and under his guidance, the Irish produced their most dynamic offense in over a decade.

In 2024, Notre Dame finished 11-2, with a top-five ranking in offensive efficiency and several breakout stars on the roster—many of whom credited Kia for their development.

Yet what separates Kia from many of his peers isn’t just football acumen—it’s character. Known for his humility and deep-rooted sense of purpose, Kia has always spoken of Notre Dame not just as a football program, but as a “spiritual and educational mission.” Those words, often dismissed as coachspeak in a cynical era, now ring louder than ever.

According to sources close to Kia’s camp, Kansas State approached him with an aggressive NIL-related offer totaling approximately $3 million. The deal, funded primarily by a group of boosters and corporate backers, would have included a combination of direct payments, branded endorsement opportunities, and housing perks.

Not to be outdone, Auburn followed shortly after with its own pitch—$2.4 million in total value, with similar terms and an added promise: full control of the Tigers’ offensive system and a fast-track to a head coaching role.

Both offers, according to insiders, were not merely exploratory. They were real, detailed, and, in Kia’s own words, “flattering.” But ultimately, they weren’t enough.

“You don’t walk away from a place that believed in you first,” Kia reportedly told Notre Dame administrators after informing them of his decision to stay. “This isn’t just a job to me. It’s a calling.”

The reaction to Kia’s decision has been swift and widespread. ESPN’s Paul Finebaum called the move “stunning,” noting that “any coach who leaves that much money on the table today is either crazy—or something the sport desperately needs.”

Notre Dame head coach Marcus Freeman, who handpicked Kia as his offensive coordinator, praised his lieutenant’s integrity:

“What Marcus did today is something you don’t see much anymore. He’s not just a brilliant coach—he’s a man of conviction. This program is better because he’s here, and I’m beyond grateful.”

Kansas State and Auburn, for their part, declined to comment directly on Kia’s decision but released general statements applauding his success and wishing him well.

Kia has long been outspoken about what he sees as the shifting values in college football. While he has never been critical of NIL, he has emphasized the importance of balance—of remembering that money is a tool, not a purpose.

In an interview last fall, he said:

“I want our players to get paid. I want them to succeed in every way possible. But I also want them to understand that there’s a bigger picture. Legacy, relationships, doing things the right way—those don’t show up in a bank account.”

Kia’s personal background adds depth to this philosophy. Born to immigrant parents in Honolulu, Hawaii, Kia worked his way through community college before earning a football scholarship to play quarterback at San Diego State. His coaching journey began humbly—volunteering as a high school assistant before making the leap to the college level.

He frequently credits his upbringing for his values and says his success has always been about giving back.

“I’m not trying to be the richest coach in America,” he told The Athletic in 2023. “I’m trying to be the most impactful one.”

Though Kia turned down the mega-offers from other schools, Notre Dame has made it clear that he won’t be taken for granted. While the school doesn’t engage in NIL deals in the traditional sense for coaches, university leadership has reportedly extended Kia an internal bonus package that includes performance incentives, family housing upgrades, and expanded responsibilities in the football operations department.

Sources also confirmed that Kia will now be involved in long-term strategic planning for the athletic department—a clear signal that Notre Dame views him as a foundational pillar moving forward.

And perhaps even more telling, Freeman has hinted that Kia may be the program’s “coach-in-waiting,” should a head coaching opportunity arise at Notre Dame in the next few years.

Kia’s decision isn’t just about his own career—it sends a message to the players he leads. In an era where roster turnover is at an all-time high, where loyalty is fleeting and transfer portals spin like revolving doors, seeing a coach stay when he had every reason to leave means something.

Notre Dame quarterback Braden Murphy—who exploded onto the national scene last season under Kia—shared his reaction on social media:

“This man believed in me when nobody else did. Now he’s showing what commitment really looks like. Let’s go win a championship.”

Several Notre Dame recruits also weighed in, with one 4-star wide receiver from Florida writing, “Coach Kia staying makes this decision easy. South Bend is where I’m meant to be.”

Kia’s loyalty might be a rare exception, but some believe it could signal a pushback to the runaway nature of NIL-driven decisions.

Longtime college football analyst Bruce Feldman said:

“This isn’t going to start a revolution overnight. But Marcus Kia just reminded people that there’s still room for principle, for relationships, for building something brick by brick.”

Others see it as a call to schools to reassess their values—not to abandon NIL, but to ensure they’re also investing in environments that foster commitment and long-term vision.

Notre Dame enters the 2025 season with sky-high expectations. With Marcus Freeman and Marcus Kia at the helm, the Fighting Irish will return a top-tier offense, multiple preseason All-Americans, and a recruiting class ranked in the top five nationally.

There is talk of a legitimate College Football Playoff push. And now, with Kia’s decision to stay, the program has another rallying cry: Loyalty Wins.

Off the field, Kia’s name is only growing. While he may have passed up millions today, few doubt that his future remains incredibly bright.

Whether he stays at Notre Dame for the long haul or eventually takes the reins of a Power Five program, his choice will stand as a benchmark moment—not just for Notre Dame, but for a sport in transition.

Because in the ever-changing ecosystem of college football, where contracts are temporary and cash is king, Marcus Kia just reminded everyone of an old-school truth: