At this point, the Penn State Nittany Lions’ biggest rival might be a cookie company.
After BYU extended head coach Kalani Sitake on Tuesday, one fan sent an order of Crumbl cookies to Penn State’s administration building as a troll.
But why?
pic.twitter.com/lT0GFxKAND
— Garrett McClintock (@GJMcClintock) December 2, 2025
Well, reports on Monday suggested that Penn State was pursuing Sitake to fill its head coach opening and that there was mutual interest.
Crumbl Cookies co-founder and CEO Jason McGowan did not want to see that.
The BYU alum and donor sent out a post on X that didn’t mention Sitake by name, but implied that he would be taking action.
Just over 24 hours later, Sitake’s extension to remain with the Cougars was announced.
But the delivery wasn’t the only appearance of Crumbl since Sitake’s extension. James Franklin, the former Nittany Lions head coach who was fired after Week 7, is now the head coach for Virginia Tech.
The choice of dessert at his new home’s signing day ceremony on Wednesday? Crumbl cookies.
Coincidental dessert choice at the #Hokies’ signing day ceremony put on today by James Franklin? pic.twitter.com/eQKPQ9CsbB
— Andy Bitter (@AndyBitterVT) December 3, 2025
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