Kelly offered to personally match all NIL donations made to the Tiger Athletic Foundation’s Excellence Fund from Dec. 13 to Feb. 5, 2025, up to $1 million.

LSU coach Brian Kelly and his wife, Paqui, will personally match up to $1 million in contributions to the Tigers' name, image and likeness collective with a gift to the Tiger Athletic Foundation's Excellence Fund.

Kelly, alongside his wife Paqui, is starting the Kelly Family Million Dollar Match Challenge, according to an Instagram post shared on Friday. The couple will match contributions up to $1 million to the football NIL fund through LSU’s collective, Bayou Traditions, through February 5.