In 11 seasons at Penn State, James Franklin has just one Big Ten title to his name—and a rough 1-10 record against OSU. But this year feels different. Thanks to stellar roster retention from last season’s CFP semifinal run and some savvy moves in the transfer portal, the Nittany Lions are back in the national title conversation. Now, Franklin’s squad has officially entered the Big Ten’s elite tier—and they’re hungry for more. So, can we expect them to grab the B1G title this season?

Well, since hoisting the B1G title in 2016, PSU has watched Michigan, OSU, and now Oregon dominate the spotlight. In a revamped 18-team conference with wild, unbalanced schedules, anything can happen—but odds are, the 2025 champion still comes from that familiar trio. Yet, despite James Franklin’s struggles in big games, the Nittany Lions enter 2025 with serious heat. While OSU just waved goodbye to 14 NFL draftees—including their QB—and Oregon’s breaking in a new signal-caller, Penn State stands firm. With senior QB Drew Allar leading a nearly untouched core, this might just be Franklin’s best shot yet.

Here, national analyst Adam Breneman pulled back the curtain on what’s really driving Penn State’s stars to stay put—and it’s not the money. In his May 17 Instagram post, Breneman shared details from an interview with head coach James Franklin. The takeaway? Culture over cash. According to Adam, the tight-knit relationships and strong team culture are what convinced Drew Allar, Nick Singleton, and Kaytron Allen to return. “Every player on the roster is walking away from a little bit of money,” Franklin told Breneman, “because they genuinely love the experience here.” In an era dominated by NIL deals, Penn State’s locker room is proving that some things still run deeper.

Then, in a revealing moment of their interview, Adam Breneman asked James Franklin the question on everyone’s mind: How do you get elite players to stay when the NFL and NIL are always calling? Franklin didn’t hesitate and said, ” I think it’s the culture that we’ve built here.” Adding, “There’s a culture of a transformational relationship. A true relationship, where they know I care about them and their futures.”

However, Breneman nailed it, stating that it’s all about trust: “These guys trust you and trust this program and want to be here.” Franklin backed it up, adding that NIL money didn’t lure his players away. To be honest, in today’s college football landscape, that kind of loyalty is rare—it doesn’t happen by accident. It’s built through genuine relationships and a strong culture.

But James Franklin didn’t just rely on roster retention—he made smart portal plays too. Sure, Drew Allar lost TE Tyler Warren, but he gained a serious upgrade at wide receiver. However, leading the pack? Trebor Pena, last year’s ACC receptions leader, snagged from Syracuse during the spring transfer window. On defense, Penn State will miss Abdul Carter, no doubt. But trading Tom Allen for Jim Knowles at DC is a game-changer. It’s a major upgrade that could cover any talent gaps. Now, with firepower on both sides of the ball, the Nittany Lions are built for a B1G title—and maybe more.

But while Franklin was able to keep his roster intact, why couldn’t other programs do the same? What’s the real story behind it?

James Franklin’s player retention mantra

Well, James Franklin’s philosophy centers on loyalty and experience. Following that, he said, “Every single player on our roster is walking away from a little bit of money because they appreciate what this experience is like, and it has to be that way.” For Franklin, building strong relationships with players and their families is key to keeping the roster intact. While some programs see 40-plus transfers a year, Penn State averages just four to six. Honestly, that difference speaks volumes about the culture he’s created.

Franklin also highlighted a smart approach to roster management, stating, “Some programs are saying, ‘We’re going to spend all of our resources in the transfer portal.’ But we try to retain guys we know and have developed.” Then, he stressed the uncertainty of relying heavily on transfers. “The transfer portal is great, but you don’t typically know exactly what you’ve got until they show up. And that’s a little scary,” said the Nittany Lions’ head coach.

Simply put, for Franklin, trust and continuity beat quick fixes every time. Now, let’s see if Penn State’s intact roster can power them to a Big Ten title run.