SvnMorningNews

By Ethan Carter — 17 July 2026 — 4 min read

Franklin’s Return to Coaching and Virginia Tech’s Investment

James Franklin, the new head coach for Virginia Tech, made his debut at the ACC football media days, discussing his return to coaching after his dismissal last fall. Franklin’s arrival is part of a broader effort by Virginia Tech to enhance its athletic programs. The school has committed significant financial resources, including two major donations totaling nearly $100 million since Franklin’s hiring. This investment aims to boost the university’s sports profile and compete effectively within the ACC, particularly in football, which is seen as a key revenue driver.

The decision to bring Franklin to Virginia Tech follows a period of change for the Hokies, which included the firing of former coach Brent Pry last fall after an 0-3 start to the season. The school’s Board of Visitors approved an additional $229 million for athletics over four years. Furthermore, an anonymous gift commitment of $20 million was announced weeks after Franklin’s hiring, and a $75 million gift, primarily for athletics, was revealed in early June. The university also established “Hokie Ventures,” a nonprofit corporation designed to support athletics through investment and revenue generation. These initiatives are part of a strategy the school calls “Invest To Win,” aiming to reshape its athletic operations.

The Unusual Re-Hiring of Brent Pry

One of Franklin’s significant decisions at Virginia Tech has been the hiring of Brent Pry as his defensive coordinator. This move is notable because Pry was the head coach at Virginia Tech until his dismissal last year. Franklin acknowledged the unusual nature of this arrangement, given Pry’s recent history with the school, stating that such a situation requires a strong personal relationship and a deep history between the coaches.

The relationship between Franklin and Pry spans 30 years. Pry’s father, Jim Pry, was Franklin’s offensive coordinator during Franklin’s time as a DII quarterback in the early 1990s. When Franklin secured his first head coaching position at Vanderbilt, Pry served as his assistant. Later, at Penn State, Pry led defenses that were frequently ranked among the top 10 nationally. This long-standing professional and personal connection was a factor in Franklin’s decision to bring Pry back to Virginia Tech.

Franklin recounted that when he asked Pry for defensive coordinator recommendations for the Virginia Tech job, Pry suggested himself. This led to detailed discussions about the dynamics of their working relationship and the contractual aspects of the role. Franklin noted that the team gave Pry a standing ovation when he was introduced as the defensive coordinator, which he felt helped Pry integrate back into the program effectively.

Challenges and Opportunities for the Program

While hiring a former head coach as an assistant at the same institution is uncommon, Franklin believes in Pry’s capabilities as a defensive coach. He recognized that there would be unique challenges for Pry and his family in returning to a place where he had recently been dismissed as head coach. Franklin expressed his commitment to supporting Pry through these adjustments.

The re-hiring of Pry, despite his previous tenure ending with a career record of 16-24 at Virginia Tech, reflects Franklin’s confidence in their professional relationship and Pry’s defensive coaching abilities. This decision also indicates a willingness to take a public relations risk, as Pry’s past performance at the school could influence the narrative around the defense. Franklin’s arrival at Virginia Tech is seen by many as an opportunity to revitalize the program, especially with the substantial financial commitments made by the university to its athletic department.

The ACC has also implemented changes to its revenue distribution model, including a “success initiative” launched in 2024, which allows teams to retain funds from postseason achievements, such as participation in the College Football Playoff. Additionally, the league adjusted its revenue model in 2025 to reward programs that generate higher TV viewership, often a result of successful teams playing in prominent broadcast slots. These changes provide further incentives for Virginia Tech to invest in its athletic programs and aim for success under Franklin’s leadership.

Franklin emphasized the importance of embracing Virginia Tech’s history, including traditions like the use of Metallica’s “Enter Sandman” as a gameday anthem, while also evolving the program. He stated his goal for fans to recognize the team’s play as representative of what “Virginia Tech football’s supposed to look like.”

Source: sports.yahoo.com