Penn State AD Pat Kraft addresses new Big Ten scheduling model, NIL, Beaver Stadium

INDIANAPOLIS — You’re not alone, Penn State fans. James Franklin and athletic director Pat Kraft also cracked the same joke many used when the new Big Ten scheduling model was announced last month.

“James and I laughed,” Kraft said. “Well, we really are unrivaled.”

Kraft spoke with a small group of reporters on Tuesday in Indianapolis ahead of Big Ten media days. Franklin will surely be asked about the new model, which assigned every Big Ten team except Penn State an annual rival starting in 2024.

The elimination of divisions and change to a flexible format was prompted by the impending addition of USC and UCLA. The result? Penn State won’t play Michigan in 2024 and won’t face Ohio State in 2025.

Kraft, speaking to media members for the first time since December, made sure to mention that neither he nor Franklin had any say on not having a rival.

“It gets to be a little bit of a political thing, a little push and pull. But it is what it is,” Kraft said. “We’ll play whoever. We don’t get to dictate schedules. And it shouldn’t be that way. But we’ll line up and play anybody.

“… I know everyone talks about the Ohio State games and Michigan. Look, in the Big Ten now every game is going to be a battle. So I know our fans would probably say Ohio State, they want that game and that’s great. And we’re going to continue to play them even without divisions.

“… With the divisions going away, we just assumed that wasn’t going to be the case that you’re gonna play Michigan and Ohio State every single year. But what are you going to say? I don’t want to play them?”

Penn State is slated to host Ohio State in 2024 and travel to Michigan in 2025. The Nittany Lions are also facing USC, Michigan State, Nebraska, Northwestern, Wisconsin, Indiana, Rutgers and Purdue in 2024 with UCLA, USC, Iowa, Michigan State, Maryland, Minnesota, Rutgers and Illinois on the 2025 schedule.

Kraft said there was “real healthy dialogue on scheduling philosophy” among the powers that be in the Big Ten, including those at UCLA and USC. He also recognized that the start of a 12-team College Football Playoff in 2024 played a factor.

“What do you want to be (as a conference)?” Kraft said. “With the playoffs, we believe and we should plan on trying to get six teams in the playoffs. I think that’s what the SEC is trying to do. And that’s what we should do.”

The state of NIL

Kraft acknowledged that Penn State and Penn State football specifically are still “behind” its nationwide competitors from a name, image and likeness standpoint.

“But we’re making up ground fast,” Kraft said, “and at a pretty good clip.”

The coming together of Penn State’s NIL collectives — Lions Legacy Club and Success With Honor merging into Happy Valley United — plays a role in that, Kraft said. So does a more concentrated commitment from the athletic department and a better understanding of the NIL space at the fan level.

“You’re trying to educate a fan base, and the whole thing is just different to all of us,” Kraft said. “You’re like wait, you have a $100,000 BMW? That was like, no, stay away from it. The reality of changing the whole tone and tenor toward athletes making money, which we all believe is the right thing to do. It’s just taken us time to move this battleship to say this is OK. Then you have to run the operations of it. … When I came in, there was nothing. Like, nothing. We really struggled.

“James is passionate because I think as we look at where we are, we’ve got to continue to get better at it. But I will say this, I think we’re in a much better spot.”

Beaver Stadium updates

• The most animated Kraft got in the 20-minute session was talking about football season ticket sales with nearly 94,000 tickets sold.

“That’s all about our fans and their passion for this place,” Kraft said.

• Kraft’s mood changed slightly when asked about the Wi-Fi situation at Beaver Stadium. He added that the concourse Wi-Fi “should be better” this season.

“But it’s a process,” Kraft said. “It’s a doozy. But I’m trying.”

• Back in May, Penn State announced a new “Tunnel Club” at Beaver Stadium, a four-game, $10,000 membership space that will feature an open bar and behind-the-scenes views of the football team both pregame and postgame.

The response was positive and immediate with 150 emails in the first 30 minutes, Kraft said. The revenue-creating premium space, which will hold around 30 people, is currently under construction and will expand to fit more patrons for the 2024 campaign.

• Last but certainly not least, Kraft addressed the first year of beer sales. He said concourse traffic brought about some issues throughout the 2022 season, issues he hopes will be resolved this fall.

But don’t fear, Beaver Stadium patrons: beer sales will return for the 2023 campaign.