Dennis Franchione, who passed away Tuesday at age 75, took over a struggling New Mexico football program and led the Lobos to their first bowl game in 36 years.
By Roger A. Holien | Mountain West Connection
Most college football fans know Dennis Franchione from his time at TCU, Alabama, Texas A&M, and Texas State. But for Lobo fans in Albuquerque, he will always be “Coach Fran.”
Before he gained national attention and coached at major programs, Franchione faced one of his toughest challenges: rebuilding
New Mexico football.
Franchione died on Tuesday, Oct. 6, at age 75 after a long fight with cancer. In more than thirty years as a coach, he had a 213–135–2 record, won nine conference championships, and took nine teams to bowl games.
He is survived by his wife, Kim, and his three children: daughters Ashley and Libby, and son Brad. Brad and his wife, Rebecca, have three children—Wyatt, Gunnar, and Isabella—Coach Fran’s grandchildren.
For New Mexico fans, though, Franchione’s legacy means much more than just his record.
It’s about the foundation he built in Albuquerque.
Building Something From the Ground Up
Franchione came to New Mexico in 1992 after coaching at Southwestern, Pittsburg State, and Southwest Texas State, which is now called Texas State.
He took over a Lobo program that needed a new beginning. New Mexico had only won nine games in the last five seasons, but Franchione was known for turning struggling teams around.
His rebuilding plan started to show results right away. In 1997, the team’s slogan was “Expect to Win,” and he had T-shirts made. After each win, players got a new shirt with the slogan MXTE, which stands for “Mental Toughness, Extra Effort,” on the front.
He was skilled at helping athletes shift from a losing mindset to being mentally tough and expecting to win. This approach is similar to the current head Lobo Coach Jason Eck’s motto, “Championship Behavior.”
In Franchione’s first two seasons, New Mexico matched those nine wins, including a 6–5 record in 1993. That year was the Lobos’ first winning season in 11 years and showed fans that things were starting to change.
Franchione rebuilt the program from the ground up, focusing on a positive attitude, discipline, preparation, and a strong work ethic that became central to the team’s identity.
He was able to do so even though New Mexico did not have the modern facilities, the funding, and the support which many of the other programs enjoyed. In their place, they put in hard work and had a well-defined plan.
In my opinion, that is an essential element of his story.
I don’t just recall those years from the perspective of a fan sitting in the stands on Saturday afternoons.
Daniel Torza was part of the 1994–95 class; he joined New Mexico having previously played at West Mesa High School. He played under both Dennis Franchione and Rocky Long, which allowed me to get a close, first-hand view of the Lobo football team during a significant period in the programme’s history.
Daniel obtained a football scholarship as a result of his hard work when Rocky Long was the coach. Rocky noticed and rewarded his efforts.
I personally witnessed the way that Coach Fran and his staff developed the players, transformed the team’s culture, and gradually began to make New Mexico a winning team, step by step.
It also gave me the opportunity to see something most fans never get to see—that is, the vast amount of time, sacrifices, hard work, and dedication required to reestablish a college football program which had hardly any record of long-term success.
Up close, the work seemed to show how much Franchione and his staff had achieved in Albuquerque and how excellent a job he had done with the Lobos.
“Building a Foundation”
The memory that has always remained with me from Fran’s early days is the full-colour poster that the UNM Football team had when he first became head coach; I kept it in my garage for many years.
Coach Fran was in the middle place, wearing a construction hard hat, with the players surrounding him and holding tools. The message was something to the effect of “Building a Foundation”.
When looking back on it more than thirty years afterwards, that image seems exactly appropriate. The things he did for the programme actually established the foundation for all subsequent head coaches, each of them having their own style.
Franchione was aware that the New Mexico football team couldn’t be improved overnight and that it had to be reconstructed step by step, through discipline, recruiting, player development, physical toughness, preparation, and above all perhaps the belief that the Lobos could win.
By 1997 Lobo fans were finally able to see that foundation being realised on the field, the team containing a great deal of talent and, because of Coach Mark Paulsen and his staff, being physically strong.
New Mexico won nine games, took the WAC Mountain Division title, reached the conference championship game, and achieved the program’s first bowl bid in 36 years.
The season altered the course of New Mexico football and contributed to Franchione appearing on the national coaching map. His influence was obvious throughout the FBS coaching community.
Following the news of his death, the UNM Athletics department, under the leadership of Athletic Director Ryan Berryman, published some of the memories regarding the coach who had helped to revitalize the Lobos.
We were saddened to hear about the death of former head football coach Dennis Franchione. Under his guidance we reached the WAC title game in 1997, and he recruited Brian Urlacher together with a number of other excellent players. Coach Fran frequently expressed a warm regard for his years in Albuquerque. We extend our thoughts and prayers to the Franchione family at this time.
Franchione’s success in his last season at New Mexico earned him a chance to join TCU.
From that point on, he was involved with some of the major college football programs. He held coaching positions at TCU, Alabama, Texas A&M, and later went back to Texas State. Upon his retirement following the 2015 season, Franchione had a career record of 213–135–2.
Nine conference titles were won by his teams, they took part in nine bowl games, they reached the NAIA playoffs four times, and they also made one appearance in the NCAA Division II playoffs.
He deserves to be remembered and respected as one of the greatest head coaches in Lobo football history, numbers just don’t lie!
Franchione was one of the most important appointments that UNM Athletics made at that time and he did in fact change the trajectory of Lobo Football.
Coaches who are currently in or will be in the future, such as Rocky Long, Bob Davie, Mike Locksley, Danny Gonzalez, and the present head coach Jason Eck, all received great benefits from the foundation which Coach Fran established from the beginning.
The coaches who came after developed on the solid foundation Franchione and his staff laid.
On his arrival, the programme already have won only nine games over five seasons, but six years later the Lobos achieved nine wins in a season, became division champions and took part in their first bowl game in 36 years.
That achievement is noted in the records.
However, for us who had seen what was going on within the program, they had even greater significance.
We saw the hard work, the shift in culture, and the players beginning to believe they could win football games.
Eventually, everyone else saw the victories, too.
Dennis Franchione restored a great deal of hope to a football program which had really needed it. He demonstrated that New Mexico was capable of competing, of winning, and of establishing something durable that would outlast a single coach or a single season.
New Mexico needed someone with experience, vision, determination, and the patience to build a successful program from scratch.
Dennis Franchione was the coach.
Thirty years after arriving in Albuquerque in a construction hard hat and talking about building a foundation, his message is still valid.
Coach Fran came to New Mexico to build something special.
And he did.
By 1997 Lobo fans at last saw that the foundation was being put into practice on the field, the team having a great deal of talent and being physically strong thanks to Coach Mark Paulsen and his staff.
New Mexico won nine of its games, secured the WAC Mountain Division title, got to the conference championship game, and obtained the program’s first bowl invitation in 36 years.
The season changed the trajectory of football in New Mexico and helped bring Franchione to the national coaching scene. His impact was clear within the FBS coaching community.
After it had been announced that he had died, the UNM Athletics department, with Ryan Berryman as Athletic Director, released a number of the memories relating to the coach who had helped to bring the Lobos back to strength.
“UNM Athletics released a statement on Coach Fran’s passing. “We are saddened to learn of the passing of former Head Football Coach Dennis Franchione. Coach Fran led us to a WAC title game in 1997, and he recruited Brian Urlacher, among many other great players. Coach Fran often spoke fondly of his time in Albuquerque. Our thoughts and prayers are with the Franchione family during this time.”
Franchione’s success in his final season at New Mexico earned him an opportunity to join TCU.
From there, he worked with several major college football programs and held coaching posts at TCU, Alabama, and Texas A&M before returning to Texas State.
When he retired after the 2015 season, Franchione had a career record of 213 wins, 135 losses, and 2 ties.
His teams won nine conference titles, took part in nine bowl games, reached the NAIA playoffs four times, and also made one appearance in the NCAA Division II playoffs.
He deserves to be remembered and respected as being one of the greatest head coaches in the history of Lobo football.
There is, without a doubt, after looking back over the years, that UNM hiring Coach Fran was a game-changer on so many levels; it’s funny how hindsight is always “20/20”
The current coaches of the team as well as those who will be joining in the future—such as Rocky Long, Mike Locksley, Bob Davie, Mike Locksley, Danny Gonzalez, and the present head coach, Jason Eck—have all received substantial benefits from the foundation which Coach Fran established from the beginning.
The coaches who came after them expanded on the solid base which Franchione and his staff had laid.
On his arrival, the program had won only nine games over five seasons, but six years later, the Lobos achieved nine wins in a season, became division champions, and took part in their first bowl game in 36 years.
But for those of us who had seen what was going on in the program, it had even greater significance.
We witnessed the hard work, the cultural change, and the players beginning to believe that they could win football games.
Eventually, all the other people also saw the victories.
Dennis Franchione offered the football team a great deal of hope since it had badly needed such hope. He proved that New Mexico was capable of competing and of winning, and he established a solid programme which would survive longer than either one coach or one season.
New Mexico required a person who had experience, vision, determination, and the patience necessary for building a successful programme from the start.
Dennis Franchione was in charge of the programme.
Thirty years on from the time he moved to Albuquerque wearing a construction hard hat and talking of setting up a foundation, his message is still valid.
Coach Fran came to New Mexico with the aim of creating something special.
Former UNM Strength Coach Mark Paulsen, after learning of Coach Fran’s passing:
“He was all about “Maximum Accountability.” He used to say, “Men, you will be evaluated every day, in every way.” He held himself and his staff to the same standard.
He was decades ahead of his profession in recognizing the need to be Weightroom Strong. No one, and I mean no one, was more focused on total physical improvement than Fran.
The day after Night of Champions every year, he, his staff, and I would go through every single player’s test result with a fine-toothed comb. He obsessed over improvement. He made me better.
Not always fun, but he wouldn’t be beaten because of a lack of preparation. Talent, maybe. Preparation, not a chance.”
After starting the 1993 season with three consecutive losses, the Lobos won six of their final eight games to finish 6–5. It was New Mexico’s first winning season in 11 years and a clear sign that the program was finally moving forward.
Former Sports Information Director Greg Remmington posted this today on social media, Facebook:
“Sad to learn of the passing of Dennis Franchione, whose stop at New Mexico in the mid-1990s breathed life into a lifeless program.
Will never forget his 1st win at UNM over TCU: As the clock was ticking down, he yelled to the team, “Act like you’ve been here before.”
He was all business as a head coach, and his W-L record was undeniably successful…a true rebuilder at numerous stops (Pittsburgh St, Southwest Texas, UNM and TCU).
He could relate to (and respect) people from all walks of life: from the janitor to the bank president…might have had something to do with his humble beginnings in southeast Kansas (we both grew up in Pittsburg, KS).”
Pretty sure his players (at least in New Mexico) held him in very high regard, and that he was well respected by those in the profession.
So fortunate to call him a friend. Prayers to Kim and the family.
R.I.P. Coach Fran.
The next few seasons were not spectacular—5–7 in 1994, 4–7 in 1995, and 6–5 in 1996—but Franchione was building a stronger, tougher, and more confident football team.
He was also assembling the team that would make Lobo history in 1997
The New Mexico football team has had only 13 bowl appearances throughout its history.
That is why the 1997 season is still so special; it could be said, and that would be a valid claim, that this was the best Lobo football team ever.
One of the best, without a doubt. Coach Fran kept a strict discipline and required a strong commitment from his Lobo players!
The Lobos started the season with easy victories against Northern Arizona and New Mexico State; their 61–24 victory over the Aggies provided the fans with an early view of how explosive the offence could be.
Following their victory, the Lobos secured a win on the road against UTEP. After their match against SMU on national television, their record improved to 5–0.
A decisive road match was then played against San Diego State.
Although New Mexico had previously lost 13 games in a row to the Aztecs, quarterback Graham Leigh led the Lobos to a 36-21 win. This result brought the University of New Mexico’s record to 6–0, the best start in the school’s history at the time.
The teams Dennis Franchione coached showed a high degree of discipline because he demanded complete dedication and was good at motivating them.
He even had T-shirts made for the football players with “Expect to Win 1” and the large, bold MXTE, which is an acronym for “Mental toughness, Xtra Effort”.
About 40,000 fans were in the stadium for the team’s next game against Rice. Even though the Lobos lost that night and then lost to Utah, they wouldn’t let those disappointments stop them from carrying on with their season.
The response showed the culture Franchione had established. There was a great deal of excitement at University Stadium.
After losing their previous game, New Mexico secured a 40–10 victory over TCU, then went back home for one of the most memorable games in Lobo history: a match against BYU in November during a snowstorm.
The Lobos had not defeated the Cougars until 1980; when the game was level at 28 going into the fourth quarter, Grayam Leigh managed to score a touchdown with Milton Thomas.
Later, on third and seven, Leigh broke away for a 35-yard run that helped New Mexico run down the clock and secure a 38–28 victory.
For longtime Lobo fans, that victory meant more than just another figure in the standings.
It showed that New Mexico was able to beat a well-respected opponent in a important late-season game.
After winning that match, the Lobos secured the Mountain Division title of the Western Athletic Conference with a 51–13 victory over Tulsa and thus earned a spot in the WAC Championship Game.
New Mexico ended the season with a record of 9 wins and 4 losses, won the division championship, regained a place in the national rankings, and restored pride to a fan base that had been waiting for decades for a season like that.
Beyond his win-loss record, he positively influenced young people by demonstrating the value of teamwork, professionalism, and hard work.
Franchione’s impact in New Mexico was greater than the statistics show.
He recruited and coached Brian Urlacher during Urlacher’s first two seasons in Albuquerque.
Urlacher was one of the most physically gifted players, as shown by his progress from his first year to his senior season, when he was named a First-Team All-American.
In short, each year that he played for the New Mexico Lobos he became bigger, grew faster, and was stronger. His naturally gifted genes, his strong work ethic, Mark Paulsen, the strength coach, and Coach Franchione’s coaching and encouragement all played an important role in Urlacher’s career with the New Mexico Lobos.
Urlacher went on to become one of the finest players in the school’s history, winning NFL Defensive Player of the Year, earning All-Pro honors eight times, and being inducted into the Pro Football Hall of Fame.
Urlacher with personal statement about the passing of his longtime head coach:
“Coach Fran was the only reason I got the opportunity to play college football.
His belief in my ability as a young man is why I got to play at New Mexico.
He was a great leader of men and will be dearly missed”
Franchione’s staff also included coaches who would leave lasting marks on college football. Gary Patterson (now USC’s defensive coordinator) served as New Mexico’s defensive coordinator during the final two seasons of Franchione’s tenure, then followed him to TCU.
Patterson would later become one of the most successful head coaches of his generation with the Horned Frogs.
Now add that Kennedy Urlacher, Brian’s only son, is a valuable member of the USC defense, whose defensive coordinator is Patterson, and discuss how things have come full circle and this writer feels old.
If one catches a USC game, I have seen this before: a great ball player flying around to lay some wood on an offensive player. He is fun to watch.
As that old saying goes, “The Apple doesn’t fall far from the tree.” He is an Urlacher. Why am I not surprised?
than the one he had inherited.
Following the 1997 season Rocky Long took over following the move to TCU and then carried on from that position. During Long’s tenure, New Mexico reached five bowl games in six seasons, from 2002 to 2007, and won the 2007 New Mexico Bowl.
Their success was no accident. Franchione helped raise expectations for Lobo football, and Long passed that belief on to the next era. The Long teams were simply physically tough like their head coach.
His Place in Lobo History Is Secure
It was natural for many fans in New Mexico to be disappointed when Franchione left at the end of the 1997 season, since he had just taken the Lobos back to national prominence and then immediately gone to TCU, a conference rival.
I will admit that I saw them play in the WAC Championship game versus CSU and finally experienced a winning Lobo program, even though he was also leaving; it was a bittersweet moment for Lobo Nation.
They had become champions.
Since the programme doesn’t have a long sequence of seasons that are widely celebrated, its special years form part of its identity. The team of 1997 is one of those teams.
I went to practice and saw a large number of NFL pro scouts looking at five defensive backs; that was something new. The scouts were Ramos McDonald, Scott McGarrahan, Marcus Stanton, and Jamela Wood.
McDonald, McGarrahan, and Stanton all went on to have careers in the NFL. The kind of talent that Franchione was receiving was mostly coming from Texas, California, and Florida.
The victories secured against New Mexico State, San Diego State, TCU, BYU, and Tulsa are still recalled since those wins meant something more significant.
Former player at New Mexico played in 1994, Buddy Billingsley:
“Coach Dennis Franchione
We lost a good man today. He treated me like a son. He was tough on me and us, but no doubt he loved us. So many life lessons I got from Coach Fran. He made me a better person, a better man.
Thank you for everything you did for me and my teammates. Love ya, Coach Fran!!“
They represented the return of hope
Franchione later coached at some of college football’s most recognizable programs, but his tenure at New Mexico should never be dismissed as merely a steppingstone to somewhere else.
Football was an important part of his life, but it never defined him.
His Christian beliefs provided him with strength during some of the most difficult periods in his life; following the severe personal losses he suffered—such as the death of his father and his sister—Franchione openly spoke of going to God and realizing that it was only faith which could support him in circumstances that neither wins, championships, nor football could have prepared him for.
He then made use of his influence to urge other men to establish their own personal relationship with God and to surround themselves with people who would strengthen their faith.
He later wrote a 2024 memoir, “Tough Times Never Last: The Coach Fran Story,” in which he tells his own story.
That could ultimately turn out to be one of the most significant aspects of Coach Fran’s legacy.
The fans of Lobo will recall the wins, the 1997 championship year, and the fact that he helped to reestablish the programme in Albuquerque; yet those who knew Dennis Franchione knew that there was plenty more to him than just his role as a coach.
His achievements can be judged in terms of victories and titles, but his life was based on something more significant—his faith in Jesus Christ, his love for his family, and the lives he had influenced during his journey.
Dennis Franchione gave Lobo Nation belief when it needed it most.
That is why he will always have a special position in the history of football in New Mexico.
Rest in Glory with Jesus, Coach Fran
Lobo fans will always remember and honor what you helped build for the New Mexico Lobo football team in Albuquerque.
