Giger: Franklin's NIL message all about rallying Penn State boosters to give

UNIVERSITY PARK, Pa. -- James Franklin played things perfectly Wednesday when asked where Penn State football is right now in the name, image and likeness arms race.

Now, to point this out up front, I have heard from several people over the last six months that Penn State is behind the 8 ball when it comes to NIL. For as big as the football program is, and for all the goals of trying to compete on the biggest national stage, the Nittany Lions are nowhere near where they need to be when it comes to the massive NIL needs for competing with the financial elites.

So, when Ohio State coach Ryan Day mentioned last week that it will take his program $13 million a year to maintain the Buckeyes' roster, it served as a giant red flag. Because there is no way, no how that Penn State has anything close to $13 million a year right now for NIL.

I doubt Ohio State has that much, either. Which is why Day decided to go ahead and throw out that figure to try and rally boosters to start giving more. It was all a very smart -- and certainly very calculated -- move by Day.

These coaches have to be experts when it comes to giving answers to the media that serve a much greater purpose with regards to controlling the message they want out there.

Wednesday, Franklin got the opportunity to send his message with regards to Penn State's NIL situation.

Initially, he didn't seem to want to go into much detail. He was asked how much Penn State needed in order to be competitive in NIL.

"More than the numbers you've heard," Franklin said.

A minute later, I asked this follow-up question: "One number that's out there is $13 million a year for roster management. Are you saying that Penn State needs more than that?"

That's when Franklin delivered a passionate response about how Penn State needs to be doing everything it can in every way to keep up with the top programs.

"If we want to compete with the schools that you guys all write articles about us competing with, why wouldn't our number be the same as others?" Franklin said.

He continued: "If School X has a number and we're supposed to be competing with School X, why would our number be different?"

Another reporter tried to ask a question about coaches recharging, and Franklin stopped him and continued talking about the NIL financials.

"I can't get off this," Franklin said. "If you guys want to message me, send me a message on why our numbers would be different than the people we're supposed to compete with. Explain that to me. I don't get it."

That's when Neil Rudel of the Altoona Mirror said to the coach, "That number seemed huge," speaking about the $13 million figure.

"Who determines the number?" Franklin said. "If you sell your house ..."

"It's not $13 million," Rudel said, drawing laughter.

"That's not what I'm asking," Franklin said. "If you're selling your house, do you determine the number? ... The market determines the value of your house. And what one person may see as huge, the market determines that. So, if the number is huge everywhere, then what? If the number is huge everywhere."

The whole funny exchange, which lasted two minutes, can be seen below and starts with my question about Penn State and the $13 million figure.

In those two minutes above, Franklin certainly was sending the message to Penn State fans and boosters that, no, the school is not where it needs to be with NIL.

He didn't come flat out and say that. He couldn't. Franklin couldn't show a weak hand when Day has already established the $13 million number at Ohio State.

In phrasing things the way he did, Franklin didn't subject himself and Penn State to challenging Day's huge number of $13 million, nor did he say Penn State could manage with less. No, Franklin did what he frequently does, which is to point out that Penn State needs a full and total commitment from everyone so that the Lions can compete with Alabama, Ohio State, Georgia, Texas A&M or any other financial elite in college football.

Now, will Penn State ever actually be able to compete on a dollar-for-dollar scale with those other programs? That's highly questionable, because Penn State has other massive financial needs such as renovating Beaver Stadium.

But as far as Franklin is concerned, he has been and will continue to stress at every step that more will always be needed. The status quo simply is not enough in today's college football, which has changed dramatically through NIL and the transfer portal.

Sure, it can get tiring hearing any coach constantly stressing the need for more, more, more. And coaches can always use that kind of stuff as leverage when they themselves want more from their school, such as new and bigger contracts.

But make no mistake, there is a clear reality taking shape in college football. And Franklin knows it.

The biggest programs had better be prepared and equipped to spend vast amounts of money -- far more than ever -- if they hope to keep up with the Joneses in the NIL and transfer portal world.

Penn State has not kept up so far in the NIL battle. And that could end up being a big problem before too long unless all parties come together to make sure the program can get as much money as possible to maintain and improve the roster year after year.

Are these numbers going to get outrageous?

Yes.

Is college football going to be better off?

No.

But the market is the market, as Franklin said, and the market is changing so rapidly that anyone who can't keep up runs the big risk of getting left behind.