If you’ve spent any time near the Beaver Stadium sidelines over the last few years, you’ve probably seen him. He’s the guy with the intense look, often lurking right behind the head coach, practically vibrating with enough energy to power the State College power grid. That’s Pat Kraft. Since taking the reins as Penn State’s Vice President for Intercollegiate Athletics in July 2022, he hasn’t just been managing a department. Honestly? He’s been a human wrecking ball to the old "Penn State Way" of doing things.
Some fans love the fire. Others think he’s a bit too much of a "carpet-bagger" or a micromanager. But here’s the reality: the era of "we’ve always done it this way" died the second Kraft walked into the Bryce Jordan Center.
The $700 Million Elephant in the Room
Let’s talk about the stadium. You can’t miss it. Beaver Stadium is currently a maze of cranes and "pardon our dust" signs. This isn't just a fresh coat of paint. We’re talking about a $700 million revitalization project that Kraft pushed through with the kind of aggressive timeline that makes traditionalists dizzy.
The West Side is basically being gutted. By the time 2027 rolls around, it’ll have premium suites, the Misitano Family Tower, and the Marzano Club. Kraft’s logic is simple: if Penn State wants to compete with the Ohios States and Georgias of the world, it needs the revenue that a modern, pro-style stadium provides.
What’s happening right now?
- Capacity dip: Yeah, it’s a bummer, but capacity is hovering around 106,304 for the 2025 and 2026 seasons.
- The "Spacecubes": To keep things moving, they’ve deployed these temporary modular structures for the press box and hospitality. It looks a little weird, but it keeps the lights on while the West Side is a construction zone.
- Noise factor: Kraft actually had the architects move the West Side stands closer to the field. He wants that "greatest home field advantage" to be even louder.
The October Earthquake: Firing James Franklin
The biggest shock to the system came in October 2025. After years of "close but no cigar" moments, Pat Kraft fired James Franklin. It was a move that divided the fan base. Franklin had rebuilt the program from the sanctions era, won a Big Ten title, and finally made the expanded 12-team College Football Playoff in 2024.
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But for Kraft, "good" wasn't "elite."
He’s been very vocal about the "highest of standards." He basically told the world that Penn State isn't content being a top-15 program that loses to Ohio State every year. He wants the whole thing. The coaching search that followed was... well, it was a circus.
By December 2025, the "Kraft effect" had indirectly caused about $370 million in contract extensions for other coaches. Basically, every time Kraft called a hot candidate—like Curt Cignetti or Kalani Sitake—their current schools panicked and backed up the Brink's truck to keep them. It’s been a frustrating wait for Nittany Lion fans, with Terry Smith holding the fort as interim, but it shows Kraft is swinging for the fences, even if he strikes out a few times first.
Changing the Brand: From Nike to Adidas
If you want to know how little Kraft cares about "tradition" when it stands in the way of money, look at the Adidas deal. Penn State and Nike were like peanut butter and jelly for decades.
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Then Kraft stepped in.
In late 2025, he inked a massive partnership with Adidas—reportedly worth $300 million. Why? Because at Nike, Penn State was always playing second fiddle to Oregon or Ohio State. With Adidas, the Nittany Lions are the "flag carrier." It’s a move that signaled Penn State is now a business first, and a heritage brand second.
It’s Not Just Football (Even Though It Sorta Is)
We get it, football pays the bills. But Kraft has been surprisingly obsessed with the "Olympic sports" too. Under his watch, Penn State has become a powerhouse across the board:
- Wrestling: Still the gold standard. Cael Sanderson’s crew just keeps winning national titles like it’s a hobby.
- Women’s Volleyball: Back on top with a National Championship in the 2024-25 season.
- Field Hockey: Kraft just hired Hannah Prince from Saint Joseph's to keep that momentum going in early 2026.
- Fundraising: The Nittany Lion Club saw a record $164.9 million in donations recently. People are opening their wallets for this guy's vision.
The NIL and Revenue Sharing Reality
College sports is currently in a state of "adapt or die." The House vs. NCAA settlement changed everything. Kraft hasn't been shy about this. He’s already preparing Penn State to share revenue directly with athletes to the "maximum allowable levels."
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He’s pushed the NIL (Name, Image, and Likeness) game hard. He basically told donors that if they want a national title, they have to fund it. No more excuses. He even created a dedicated mental health and wellness department for athletes, recognizing that the pressure of this new "pro-style" college environment is a lot for a 19-year-old to handle.
The "Brash" Leadership Style
Is he too loud? Maybe. Is he too visible? His critics on Reddit and message boards certainly think so. They call him a "micromanager" because he’s always on the sideline, looking like he’s ready to call a blitz himself.
But here’s the counter-argument: Penn State spent years being "cautious" and "deliberate." That led to a lot of 10-2 seasons and empty trophy cases. Kraft is the antithesis of that. He’s aggressive, he’s corporate, and he’s willing to break things to fix them.
His contract was recently extended through 2032. The Board of Trustees clearly likes what they see. They’ve given him the keys to the kingdom and a $2.26 million annual salary to make sure Penn State doesn't get left behind in the new Big Ten/SEC duopoly.
What This Means for You (The Fan)
If you're a Penn Stater, the next two years are going to be chaotic. Here’s what you should actually watch for:
- Watch the West Side: When you go to games in 2026, pay attention to the flow. The construction is "on time and on budget," but it will change how you enter the stadium.
- Monitor the Transfer Portal: Kraft has been very clear that the "next coach" needs to "attack the portal." Expect a high-turnover roster as the program shifts to a more modern, aggressive recruiting model.
- Give to NIL (If You Can): Like it or not, Kraft has made it clear that "The Legacy Fund" and "Nittany Lion Club" are the engines of the football program now.
- Embrace the New Look: You're going to see a lot more Adidas three-stripe gear. It might feel weird after years of the Swoosh, but it’s the price of being a "priority brand."
The Pat Kraft era isn't about nostalgia. It’s about survival in a world where college sports is a multi-billion dollar industry. Whether he’s a genius or a "carpet-bagger" remains to be seen, but one thing is certain: Penn State will never look the same again.