'A Whole Other Step That We Need To Take': Virginia Tech's James Franklin, Brian White Speak To Board of Visitors

During Virginia Tech’s Board of Visitors retreat, athletic director Brian White and head football coach James Franklin spoke before the university’s governing board, with Franklin remarking that "if you really study the data, there's a whole other step that we need to take."

Said he's appreciative of everything the school has done and thinks the #Hokies are moving in the right direction.

"But, if you really study the data, there's a whole other step that we need to take."
— Andy Bitter (@AndyBitterVT) August 24, 2026

Before the statement, Franklin spoke about the investment and potential in the football program, per Tech Sideline's Andy Bitter — though the program is playing from behind after a lackluster decade of football.

"If nothing changes, nothing will change," Franklin said.

The meeting itself lasted 15 minutes, with White also touching on improved cell service in Lane Stadium. There will be a temporary fix for the 2026 season, with a permanent solution expected to be in place by the 2027 season.

#Hokies White says they are improving the cellular coverage quality at Lane Stadium. There will be a two-phased approach to the upgrade.

"I feel really, really good about the 2027 season with a permanent solution."

Added there is a temporary fix for 2026.
— Damien Sordelett (@DamienSordelett) August 24, 2026

Moreover, the home opener against VMI has been sold out. As for other sports, men's and women's basketball are each gaining a full-time nutritionist, while baseball has gained two full-time positions.

During the Board of Visitors retreat, Franklin remarked that "Virginia Tech can be as good we decide to be" and that he chose Virginia Tech because of the people.

"I believe in the people and the potential of this place," he said.

Virginia Tech is also taking bids for a new apparel parrtner; its current contract is with Nike. The bids, which were set to close today, have been extended a week out to Monday, Aug. 31. There was also now a request for proposal for a beverage sponsor. Virginia Tech's existing deal with Coca-Cola is set to expire in May 2027, per Doug Bowman of VTScoop.

Update: Virginia Tech has extended the deadline for bids to August 31. Was set to close this afternoon. https://t.co/Y2Am6kyQYH
— Doug Bowman (@DougBowman247) August 24, 2026

Tech also issued an RFP for a new beverage sponsor. Their Coca Cola deal expires in May 2027.

I can assist with this one. Just renew with Coke. No one wants Pepsi. pic.twitter.com/3hB58LJfIm
— Doug Bowman (@DougBowman247) August 22, 2026

Franklin finished with a 104-45 record over 11-plus year at Penn State, peaking with a 13-3 (8-1 Big Ten) season in 2024 that led to an appearance in the College Football Playoff semifinal. Franklin was fired after a 3-3 start to the 2025 season; the Nittany Lions eventually finished 7-6, ending the season with four consecutive victories. Virginia Tech finished 3-9 (2-6 ACC) and fired head coach Brent Pry after a 0-3 start to the season. The Hokies are bringing Pry back as the team's defensive coordinator and the linebackers coach.

Franklin stressed that while the Hokies have made strides before and since his hiring on Nov. 17, there is still plenty of work to be done.

"We have made meaningful progress, but progress cannot become permission to grow comfortable," Franklin said.

Virginia Tech football's Week 1 clash with VMI is set for Saturday, Sept. 5, at 7:30 p.m. ET. Viewing for the game is available on the ACC Network.

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