College Football Analyst Believes NIL Issues Aren’t the Only Reason James Franklin Lost Penn State’s Recruiting Battles

James Franklin has turned Penn State into a consistent winner, but one recruiting expert believes the Nittany Lions are falling behind in the battles that matter most.

While Franklin’s 101-42 record speaks for itself, the question remains: why can’t Penn State land the elite recruits needed to compete for championships?

Why Is Penn State Losing Top Recruiting Battles Despite James Franklin’s Success?

James Franklin left Vanderbilt after winning 61.5% of his games there. That performance ranks as one of the best coaching jobs of the last 25 years. No one wins that many games at Vandy, a school rich in academics but a football pauper.

When he arrived at Penn State, he encountered another, unexpected problem. Franklin needed to help distance the program from the Joe Paterno Era, which was filled with championships but also controversy.

Bill O’Brien succeeded Paterno, but you could still sense the ghosts of bad memories that overshadowed greatness. Franklin built the Nittany Lions into perennial winners. In 11 seasons, his teams finished with double-digit victories. Plus, the school keeps turning out NFL stars, like Saquon Barkley and Micah Parsons.

However, in the NIL era, the school cannot get over the metaphorical hump. Recruiting expert Brian Smith stopped by the “Locked On Nittany Lions” podcast to discuss why the team cannot secure the best of the best in the new money period of the sport.

“NIL is a big part of it, but I think the biggest is still relationships. They just lost (recruits) to teams with excellent assistant coaches. Penn State will have some of the battles go their way. It’s just par for the course.”

Breaking down that quote reveals the real issue. NIL money matters, and when you share a conference with Ohio State, Michigan, and Oregon, you must find a workaround or get creative. According to 24/7 Sports, Franklin’s Lions hold down the 15th spot in the 2026 rankings. In most conferences, that would guarantee a championship. However, the Big Ten is no ordinary conference.

What Can Franklin Do to Fix Penn State’s Recruiting Problems?

Jumping into the pool for four- and five-star recruits sounds good, but what’s the backup plan when they don’t arrive? Hitting the portal for above-average players isn’t always a guaranteed bonus.

Hiring great recruiters is something Franklin can fix. Recruiting remains the lifeblood of the college game. Building connections with area, state, regional, and national high school programs matters. Walking into a high school coach’s office and dropping your business card on the desk isn’t enough for Penn State. They are not Alabama.

RELATED: James Franklin, Penn State Lose 2026 4-Star QB Peyton Falzone to Auburn in Shocking Flip

One underdiscussed aspect of the recruiting issues is that Franklin’s name perennially appears as a candidate for just about every major coaching job. From afar, that hangs above the program. Is it a ploy to earn a raise or a more extended contract? Or does Franklin actively search for jobs?

Franklin can coach and run a top football program. His 101-42 record with Penn State solidifies that fact. However, at what point are 10 wins during the regular season insufficient?

Always the bridesmaid, the football program must find a way to break through. Getting to the CFP isn’t enough, nor is winning a few games. To cement his legacy, Franklin must bring a championship to State College. Can the team find a way to not only survive the conference grind but also catch fire in the playoffs?