Deny, Deflect, and Denounce

If there’s one thing I’ve learned after jumping into this media gig, it’s that when a coach’s lips are moving, there’s at least a 50–50 chance he’s fibbing. I say that with affection. Lying is practically a job requirement in this business—right up there with headset-throwing, blaming officials, and shaming reporters.

After Kentucky’s 35–14 loss to Georgia, Mark Stoops was asked about Alan Cutler’s recent report that he’d talked to athletics director Mitch Barnhart about a buyout and was turned down. Stoops’ response was swift, combative, and—shall we say—dismissive.

“I hate to give anything like that legs,” he said, when asked directly about it by Jon Hale of the Herald-Leader. “There’s zero (truth). I told you last year, right? I mean you guys could write it and say what you want about me, but, I mean, I told you there’s zero chance I’m walking away. I mean, zero.”

“There’s no quit in me,” Stoops added. “That’s unequivocally, 100% false, and anybody says otherwise is lying. I don’t want to address that crap no more.”

Now that’s what I call a full-throated rebuttal. In media training circles, they call this the Triple D Defense: deny, deflect, and denounce. Deny the rumor. Deflect the question. Denounce the reporter. Bonus points if you do all three with a wry grin.

Let me say right up front—I like Mark Stoops. He lives down the street from me. In his twelve years at the helm, he’s pulled Kentucky Football out of the gutter—had two ten-win seasons and eight straight bowl appearances. The guy’s the all-time winningest coach in UK Football history for heaven’s sake. But let’s not confuse accomplishments with transparency.

Because coaches, bless their competitive little hearts, lie. They all do. It’s part of their DNA.

Nick Saban once swore up and down he wouldn’t be the next Alabama coach—until he was. Urban Meyer “retired for health reasons” more times than I’ve retired from sugar and carbs. John Calipari and Mitch Barnhart held their infamous TV lovefest, right up until the moving vans headed toward Fayetteville the very next month.

And here at home, I still remember Stoops looking me dead in the eye last November when I asked if there was any chance he was walking away. His answer? “Zero percent. Next question.”

There’s that magic word again—zero.

In football, zero is usually a bad number. It means you didn’t score. You didn’t convert. You didn’t cover. And when it comes to coaching truth-telling, “zero” has become the new “trust me.” It’s the perfect word—short, emphatic, and impossible to fact-check.

Here’s the thing—I’ve known Alan Cutler for a while now. The man’s a bulldog with a microphone. He’s not going to run with a story unless he’s confident in it. Alan Cutler doesn’t do clickbait. He does facts. After doing Cut to the Chase together, I know him better than anyone outside his family—and still bear scars from all the fact-checking he made me do for the book. And if Alan says there were conversations, I’m inclined to believe he had his ducks—and his sources—in a row.

Does that mean Stoops is lying? Maybe not in the dictionary sense. Maybe he’s simply… selectively remembering. Coaches are experts in creative truth management. It’s like when you ask them if a player’s hurt. “He’s day-to-day,” they say, which usually means “He’s got a broken leg.” Or when they claim “We’re not worried about rankings,” while secretly refreshing the AP poll between bites of postgame pizza.

They can’t help it—it’s part of the game. In a world where every word gets dissected on social media, sometimes the safest thing a coach can do is say absolutely nothing. And when “absolutely nothing” isn’t an option, they pick something that sounds emphatic. Like “zero.”

Still, I wish Stoops had taken a softer tack. Instead of calling the story “crap” and implying that people are lying, he could have said, “Alan’s a respected reporter, but I think he got some bad information.” That would’ve disarmed the room. Instead, he went on offense—helmet down, mouthpiece in, straight at the messenger.

But that’s Stoops. He’s a fighter. You don’t build Kentucky football from the ashes of 2–10 seasons without developing a thick skin and a quick temper. His intensity is what makes him stand out—and what sometimes gets him in trouble.

And maybe that’s the lesson here. In football, as in life, there’s always a little gray between truth and fiction. Coaches shade the truth not because they’re bad people, but because honesty doesn’t always fit neatly into a postgame soundbite. When the wolves are howling, “no comment” just doesn’t cut it.

So yes, Stoops denied, deflected, and denounced. But I’ll give him this—he did it with gusto. And if the team somehow turns it around and pulls off an upset or two, most fans will forgive a little fibbing. Winning, after all, is the ultimate lie detector.

As for me? I’ll keep believing Alan Cutler until proven otherwise. But I’ll also keep giving Mark Stoops the benefit of the doubt because he’s earned it. Coaches lie, reporters dig, fans overreact—it’s the great circle of sports life.

And if you ask Stoops whether any of this bothers him, I’m sure he’ll tell you—there’s zero percent chance.

Dr. John Huang is a retired orthodontist, military veteran, and award-winning author. Currently serving as a columnist for Nolan Group Media, he invites readers to follow him on social media @KYHuangs. Explore his latest, “Whining For Posterity,” and all his books at https://www.Amazon.com/stores/Dr.-John-Huang/author/B092RKJBRD