Former Penn State coach James Franklin has been one of the hottest candidates for Power Four programs looking for a new head coach. Nine Power Four teams are looking for a new head coach, including some of the top programs in the country, giving Franklin plenty of leverage in contract negotiations.
Virginia Tech has reportedly engaged in contract negotiations with Franklin but he appears to have his eyes set on becoming the next head coach at Arkansas or Auburn. Both schools recently fired their head coaches and could offer bigger budgets than the Hokies, along with an easier path to national relevance.
According to sources, Franklin is using his leverage to make demands to schools looking to hire him and he’s asking for more than just a hefty salary. Franklin is reportedly demanding that he has at least $30 million per year to spend on a roster, which could ultimately dictate whether he lands at Virginia Tech, Auburn, Arkansas, or elsewhere.
Comparing Athletic Budgets at Virginia Tech, Arkansas, and Auburn
Hokies athletic director Whit Babcock has already lobbied for additional funds for athletics and the board recently approved a budget increase that will bring Virginia Tech’s total spend to about $212.1 million by 2029-30. While that number represents a $229 million increase over four years, it still pales in comparison to most SEC schools and top-tier football programs.
Even after Virginia Tech’s budget increase, the Hokies athletic department will spend only $190.1 million this season, which is on par with last year’s spending by several SEC schools.
Similarly, Arkansas athletic director Hunter Yurachek also called on donors to give money to the school’s athletic department to help the football team compete in the SEC. Arkansas’ budget was last reported at $167.3 million in the 2023-24 season and is roughly at $181 million in 2025. Any increase to that number would likely help the Razorbacks surpass Virginia Tech’s budget and Arkansas has been adamant about using the majority of those funds to compete on the football field.
Meanwhile, Auburn spent $191,558,771 on athletics in 2024 and will likely have to increase their budget in order to get back to national prominence. The Tigers already moved a home game against Baylor to Atlanta, which is expected to net upwards for $4 million in NIL money. Auburn has a similar NIL budget to Arkansas, a loyal fan base, and a lot of talented underclassmen, which could make the Tigers a preferred destination for a coach used to being in control of a prestigious program.
Where Will James Franklin Coach Next?
It seems like no coincidence that the programs that Franklin has been linked to have been in talks about increasing their athletic budgets in the near future.
The decision for Franklin might come down to which program is willing to give him the most money to compete for a national title and where he has the most realistic chance to do so. Virginia Tech might represent the best of both worlds for Franklin — a place where he can recruit, build a strong roster, and compete for a national title.
With ACC powerhouses like Clemson and Florida State struggling, Franklin could have a quicker path to the College Football Playoffs than he might have at an SEC school.
That said, if he’s looking to build a perennial national title contender, it’d be hard to pass up the opportunity to take over one of the SEC’s top programs. While Arkansas seems to be ready to throw the kitchen sink at Franklin, Auburn also seems like a logical fit for Franklin.
Despite all of his success at Penn State, the knock against Franklin is that he can’t win the big game. He won’t be able to change that narrative about him easily at Virginia Tech.
Franklin is a skilled recruiter who is used to going up against national powerhouses like Ohio State and Michigan. He’s the type of coach who believes that he can compete with the top programs in the country and going up against the likes of Georgia and Alabama on a yearly basis would give him the opportunity to alter his legacy as a college football coach.
At Auburn or Arkansas, every Saturday is a shot in the national spotlight and a chance to prove he belongs among college football’s elite.
