Being the head coach of Nebraska football comes with heavy expectations and heavier scrutiny. For Matt Rhule, stepping into the storied but struggling Cornhuskers program was never going to be easy. But even by Nebraska standards, the heat surrounding Rhule has been unusually intense and disproportionately negative. Why does it the media love to hate Matt Rhule?
Rhule arrived in Lincoln with fanfare, charisma, and a well-polished message: toughness, development, and a return to fundamentals. He confidently embraced the high expectations, often referencing Nebraska’s glory days and speaking about restoring the program to national prominence. This raised hopes and the stakes. The problem? The media tends to pounce on any coach who overpromises and underdelivers, especially in high-profile jobs. Rhule’s Year One record didn’t match the optimism of his introductory press conferences and hype on social media, giving critics ample ammunition.
Rhule’s time at Baylor and Temple proved his skill at turning around programs, but his brief and rocky NFL stint with the Carolina Panthers painted him with a different brush. The media narrative quickly shifted from “program builder” to “overhyped coach who failed at the next level.” That storyline followed him back to college, and some analysts seemed eager to prove he wasn’t the savior Nebraska hoped for. Rhule became an easy target for national outlets. When Nebraska stumbled, critics were ready with I-told-you-so takes.
Nebraska football is a polarizing brand. Its fanbase is extremely loyal, passionate, and vocal, both in support and criticism. But nationally, there’s a different tone. Some view Nebraska as a sleeping giant; others see it as a relic clinging to past glory. It’s easy to hate what you don’t understand, or what doesn’t win right away. The media loves a comeback story, but it loves a downfall even more. For Matt Rhule, the road to respect isn’t paved with PR soundbites or moral victories. It’s paved with actual victories.
If Rhule turns the tide in Lincoln, the narrative will shift. The critics will quiet down, but will always look for something to make into a controversy, regardless of results on the field. For now, he’s caught in the uncomfortable space between hype and results, a space where the media has decided he’s easier to criticize than to believe in, and a space where they’d rather create ragebait than actually give him credit for what he has done so far. Until the wins come, expect the scrutiny to continue. And perhaps that’s what Rhule wants: not attention, but accountability. Because when the turnaround comes, that once sleeping giant will do more than just kick those who kicked him while he was down.