Why Lane Kiffin isn't budging after Jayden Daniels' NIL cease-and-desist letter

LSU deciding to give cornerback DJ Pickett No. 5 has unleashed a massive controversy. A lawyer representing Washington Commanders quarterback Jayden Daniels filed a cease-and-desist letter to LSU saying they're no longer allowed to use his name, image and likeness, according to ESPN. Daniels, who won the 2023 Heisman Trophy at LSU, expected to have his No. 5 jersey honored, his spokesperson told USA TODAY Sports. Now that Pickett is rocking the number, Daniels is expressing his displeasure. "The Daniels family is deeply disappointed and feels profoundly disrespected by LSU's decision to give Jayden's number to another player," Daniels' spokesperson said in a statement. "Jayden and his family had every reason to believe his number would remain a meaningful part of his LSU legacy, honored and protected in recognition of his extraordinary contributions to the university." First-year coach Lane Kiffin is siding with his current player, declining to budge on Daniels' request because he says Brian Kelly promised him the number during his recruitment. Pickett, an elite cornerback prospect from Zephyrhills, Florida, signed with LSU in December 2024. He wore No. 3 during his freshman All-American season in 2025. "DJ is in [No.] 5, and that was a situation that was promised to him in recruiting here, for him to sign here," Kiffin said, per ESPN. "I've done a lot of research on that with the family and the representatives and the people, so really I didn't have a decision to make. It was promised to the kid. It wasn't done for whatever [reason]. I'm not going to get into that. "I'm not going to judge something [that was done] when I wasn't here. But when a kid is promised something to come to a school, he should wear it. So at that point, I don't think that's really my decision. We should honor what he was told." Quite an icy response from Kiffin. Daniels certainly has a case for his number to be honored, as fellow Heisman winner Joe Burrow's No. 9 still hasn't been worn by another LSU player. The key difference is Burrow led his team to a national title. However this ends, it'll be a fascinating situation to see play out in Baton Rouge. This article originally appeared on For The Win: Why Lane Kiffin isn't budging after Jayden Daniels' NIL cease-and-desist letter