The tectonic plates of college football are shifting fast, and the aftershocks are hitting hardest among coaches who built programs on loyalty and long-term player development. Penn State head coach James Franklin recently voiced his frustrations about the growing influence of Name, Image, and Likeness (NIL) and the transfer portal, bluntly calling the combination a “beast.”
Franklin warned that college football risks becoming dominated by “transactional interactions,” undermining the traditional, transformational model he believes in.
Penn State Coach Opens Up on Struggles Navigating NIL and Portal Chaos
Having spent over a decade building a consistent winner at Penn State, Franklin is now grappling with a rapidly evolving sport.
While proud of the program’s success during his tenure, he acknowledged that the wide-open NIL market and easy player movement through the portal have drastically changed how teams are constructed and how players view their time in college.
Franklin said he sees a shift from organic growth, mentorship, and team loyalty. Players who might have stayed and built a legacy are more tempted by better NIL deals or immediate playing time elsewhere. The result? Programs face more volatility, and coaches find cultivating deep bonds and a true team identity harder.
Still, Franklin made it clear he’s not giving up on the core values that built Penn State’s football culture. Franklin also advocates for a single transfer portal window post-spring, believing it would provide clarity and stability for both players and coaches during the offseason.
He emphasized the importance of nurturing real relationships, focusing on players’ growth both on and off the field, even if the outside world is becoming more transactional.
The Delicate Balance: Transformation vs. Transaction
Franklin’s candid take reflects a broader concern across college football. While many agree that NIL and the transfer portal empower athletes, there’s growing unease that college sports are creeping toward a fully professional model, risking the educational mission and emotional bonds that once defined the experience.
For Franklin and others like him, the challenge is walking a tightrope: adapting to this new world without abandoning the transformational ideals that once made college football special. It’s about blending tradition with modern reality — and hoping players still find value in loyalty, growth, and team spirit.
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James Franklin’s blunt warning shines a light on the balancing act facing college football. As the NIL era unfolds, his perspective will be crucial for shaping a future where player empowerment and timeless college values can coexist.
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