Having spent time in the NFL, Jay Norvell understands how the league operates and recognizes the distinct roles within it.
Coaches focus on coaching, while general managers handle the business aspects. Throughout his more than twenty years in college football, Norvell’s paths with general managers never crossed until now. He has clearly identified himself as a coach and his brief experience on the business side was more than enough for him.
To ensure he can concentrate on coaching, he brought Alex Collins onto the Colorado State staff as the general manager.
“We want to keep it that way. My role is to coach these players, helping them become the best they can be—not to negotiate their financial deals,” Norvell explained. “Sure, coaches assess and rank players, impacting decisions, but conversations about wins, losses, or salary aren’t something I want to have with them.”
Collins, who previously worked with Norvell at Nevada and has spent the last five years at Ole Miss, understands this dynamic. At Ole Miss, he experienced the shift in college football during the introduction of NIL, learning from the general managers who navigated the changes. While he has a former connection to Norvell, he joins the program now equipped with a solid strategy for success.
“Different schools are figuring out their NIL needs based on their resources. With revenue sharing coming this fall, there’s a growing recognition of the importance of a role like mine,” Collins stated. “As Jay mentioned, we don’t discuss it much. My responsibility is to grasp what he aims for, and ultimately, my goal is to help build a winning team. Having a clear vision of what everyone, including our assistants and coordinators, wants helps me carry out my role effectively.”
Collins acts as a link between various departments—connecting coaches to recruiting personnel, as well as managing financial aspects. His office serves as a central hub for all relevant information, facilitating informed decisions.
He also attends to players’ needs, particularly in educating them. With the NIL landscape still evolving and many external influences at play, Collins helps players navigate their choices based on their individual stages in their careers. He emphasized the differing priorities for freshmen or sophomores compared to seniors with limited eligibility.
Interestingly, players prefer to discuss financial matters with Collins rather than Norvell.
“I appreciate that. When I meet with Coach (Billy) Best or Coach Norvell, it should solely be about football,” said guard Tanner Morley. “Then I can meet with Alex to talk about financial matters—how to handle money wisely for my future. It’s beneficial to separate these discussions so I can concentrate fully on one or the other.”
Collins has been proactive in meeting with players to inform them about NIL and potential revenue-sharing implications. He faces the challenge of addressing numerous hypothetical scenarios, having worked in this area since its inception.
Morley believes Collins’ presence is advantageous for everyone, as he possesses the answers players seek and is genuinely looking out for their interests. Unlike typical NFL rosters, college teams may not have equal distribution of resources among their 105 players, leading to discrepancies in the perceived value of different positions.
“Alex is fantastic. Having been with an SEC program for five years, he understands the workings of a successful program like Ole Miss,” Morley said. “We’re in a new era with NIL. Understanding how players get paid and the reasons behind it is crucial, especially as some are transferring for money alone, which shouldn’t be their main focus. Alex has excelled in helping us navigate this new territory and ensuring we feel valued.”
Collins breaks down player value by analyzing past performance and contributions, which helps student-athletes grasp their worth within the program and understand how coaches evaluate them.
Both Norvell and Collins share concerns about the evolving landscape of college football. With no clear regulations at present, they navigate a chaotic environment where different schools operate under varied rules.
Norvell expressed his reservations, mentioning how he would prefer not to engage in certain conversations with players, particularly those they may not be ready to handle.
“I’ve experienced the NFL, and players there don’t want to be treated like employees. There are many advantages to college football that don’t exist in pro football. If you struggle in college, there’s an effort to improve you. In the pros, if you don’t perform, you’re out,” Norvell noted.
Ultimately, Collins aspires to create an efficient system that meets the needs of both the program and the players. He allows everyone to fulfill their roles in evaluating players, while also bridging gaps where necessary.
He will conduct background checks and consult with those closest to potential recruits, but he has no intention of directly assessing players on a computer.
Coupled with a holistic perspective, the decisions made will ultimately benefit the program.
“I’m committed to preserving our culture and standards,” Collins said. “Finding unity in our approach is essential, especially in such a volatile environment where everything is uncertain. We’re in a situation that could change drastically with just one lawsuit. For the past few years, we’ve operated under a cloud of unpredictability, with no one knowing what the landscape will look like in even a year.”
However, he appreciates being at Colorado State, where he sees a strong alignment among Norvell, the Athletic Director, and the President. Such cohesion is often rare in collegiate environments.
He is also adept at navigating the complexities that come with his role, knowing who to converse with and when to involve Norvell. When he initially met Norvell, he realized that such a position didn’t even exist in college football.
As times change, Collins has become an essential part of Colorado State’s growth and advancement
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