Matt Campbell brings Iowa State culture, 24 transfers to Penn State in quest for greatness

CHICAGO — In his first Big Ten media day as Penn State’s head coach, Matt Campbell projected the same philosophical confidence that turned Iowa State into a consistent Big 12 contender. Now he is tasked with doing the same in Happy Valley, only this time with a roster that includes 24 former Iowa State players and a combined 40 newcomers alongside dozens of returning Nittany Lions.

Campbell, 46, spent ten years in Ames building a program that produced eight of Iowa State’s nine winning Big 12 seasons. His teams won 14 games against ranked opponents, four against top-10 foes, and reached the Big 12 championship game twice. The challenge at Penn State is different: the Nittany Lions have won 10 or more games in each of the last three seasons and reached the College Football Playoff semifinals in 2024, but they have not broken through as a national title contender. Campbell inherits a program that generated $147 million in fiscal year 2025, roughly three times Iowa State’s $53.1 million, and faces expectations that come with that revenue.

A new era in Happy Valley

Campbell’s first public remarks as Penn State’s coach at the Big Ten media day centered on the same values he preached at Iowa State: fit, character, toughness, alignment. The challenge is blending two distinct rosters without creating friction. Campbell told the Iowa State transfers directly that “we aren’t at Iowa State anymore; we are at Penn State,” and he structured the team’s leadership groups to mix players from both programs.

Senior leaders from both sides were paired together to draft the team’s internal standards. “We allowed them to draft out the team and really start the accountabilities,” Campbell said. “Here’s how we’re going to ask you to do it and why, and then we’re going to hold you for a really high standard. That was really big for us to be able to start to build player-driven leadership.”

The Iowa State blueprint

At Iowa State, Campbell’s system relied on a self-perpetuating culture built over three-year cycles. Early stars such as David Montgomery and Allen Lazard set the standard, followed by Brock Purdy and Breece Hall, and most recently by quarterbacks Rocco Becht and tight end Ben Brahmer — both now at Penn State. Becht, who has started 40 games and thrown for over 9,000 career yards, is a key on-field leader for the transition.

Becht described the current building process as completely different from the one he experienced during Iowa State’s 4-8 season in 2022. “We had a lot of ego, entitlement, selfish players, and we don’t have any of that now,” Becht said. “It’s completely different, just with building a team with players from all across the country are coming together as one, and that’s hard to do.”

Lessons from 2021-22

Campbell’s success at Iowa State was not linear. After a No. 9 finish and a Fiesta Bowl victory in 2020, the Cyclones began 2021 ranked in the top 10 but finished 7-6. A 4-8 season followed in 2022. Campbell acknowledged that he allowed ego and entitlement to creep into the program. “I did a really poor job of leading our football program probably through our ’21 and ’22 season,” he said. “I allowed some of those things to creep in, and I’m really fortunate to be able to have the opportunity to correct that.”

He responded by firing assistant coaches, including close friends, and rebuilding the culture around Becht’s leadership. That turnaround, culminating in a second Big 12 title game appearance in 2023, gives Campbell a template for handling the higher pressure at Penn State.

Resources and expectations

Penn State’s financial resources, recruiting base, and national profile are significantly larger than Iowa State’s. Campbell acknowledged the higher expectations but emphasized that his process remains the same. “I’ve always believed in if we handle the values and standards and expectations internally, our player-driven leadership, staying committed to each other, not letting selfishness come in,” he said. “If we can do those things, then I always believe the scoreboard’s going to take care of itself.”

For Penn State fans who have watched their team come close but fall short in the biggest games — Campbell’s predecessor James Franklin was 0-15 against top-six opponents from 2017 onward — the question is whether Campbell’s track record against elite competition (3-3 at Iowa State) can translate to a program with more talent and resources. Becht, who has worked with Campbell for five years, sees no change in the coach’s approach. “He’s been the same guy for the past five years since I’ve known him,” Becht said. “He comes in with an eagerness to just go to work and make the best team possible, but that starts with who you are as a person. That’s what he tries to create every single day.”

Source: The Athletic — https://www.nytimes.com/athletic/7476660/2026/07/29/matt-campbell-penn-state-football-iowa-state/