Virginia Tech's Ambitious Investment in Athletics with Franklin

Virginia Tech's new head coach, James Franklin, acknowledged the Hokies' proud history during the Frank Beamer era, which includes annual bowl invites and a trip to the national championship game. However, Franklin pointed out that the current team lacks awareness of this legacy, stating, "You guys all remember that Virginia Tech, but none of the current players do." His hiring followed a long tenure at Penn State and symbolizes a shift towards enhancing the school's athletic profile amid changing NCAA rules and conference alignments.

Franklin emphasized the necessity of raising more funds and investing in athletics, marking it as part of a "reset" for the school, which included appointing athletic director Brian White and searching for a new president. "Even before the job was open, Virginia Tech realized that what we had been doing for the last nine or 10 years hadn't worked," he noted during the Atlantic Coast Conference's preseason football media days.

The Hokies' challenges included an 0-3 start last fall, leading to the firing of coach Brent Pry in September. This change reflected an ongoing struggle since Beamer's later years and the difficulties faced by his successor, Justin Fuente, in gaining national recognition. In light of these challenges, the Hokies' administration highlighted their need to reshape athletic operations as they aimed to compete at the highest levels of the ACC, a strategy referred to as "Invest To Win."

Substantial changes followed:
- In September, the school's Board of Visitors approved an additional $229 million investment in athletics for the next four years.
- In December, an anonymous donor committed $20 million shortly after Franklin's hire.
- Early June saw the formation of "Hokie Ventures," a nonprofit to bolster athletics through investment and revenue generation, along with a $75 million donation primarily for athletics.
- Last month, White was hired as the new athletic director from Florida Atlantic.

"In our world, it's a national conversation: ‘Man, Virginia Tech, they're putting all their chips in,'" White commented.

A more robust athletic program is not just about winning games but also impacts the financial standing of Virginia Tech within the ACC, which has seen changes to its revenue distribution system. The 2024 season will implement a "success initiative," allowing teams to retain funds earned from postseason successes such as the College Football Playoff.

Franklin's transition from leading the Nittany Lions to being fired mid-season last October opens a new chapter for him. "He's a big name, and it's just crazy he's here," remarked defensive lineman Kemari Copeland.

Despite the challenges ahead, Franklin communicates the importance of honoring the past while adapting for the future. "I want the people that love Virginia Tech to watch us and say, ‘That’s what Virginia Tech football’s supposed to look like,'" he said.

Reporting by the Associated Press.