Ohio State launches ‘Buckeye Sports Group’ to enhance NIL opportunities

In June 2025, Ohio State University made a significant move in collegiate athletics by launching the Buckeye Sports Group (BSG), a comprehensive initiative aimed at enhancing Name, Image, and Likeness (NIL) opportunities for its student-athletes. This strategic partnership between Ohio State Athletics and Learfield’s Ohio State Sports Properties is designed to provide a streamlined, university-affiliated platform that empowers Buckeye student-athletes to maximize their brand value while competing at the highest level.

The formation of BSG marks a pivotal shift in Ohio State’s approach to NIL, transitioning from a decentralized model involving multiple collectives to a centralized, institutionalized system. Previously, Ohio State student-athletes engaged with various NIL collectives, including the nonprofit O Foundation, THE Foundation, and the now-defunct Cohesion Foundation. These organizations facilitated NIL opportunities by connecting athletes with charitable organizations for promotional activities. However, the recent House v. NCAA settlement and subsequent changes in NCAA regulations have prompted universities to reevaluate and restructure their NIL strategies.

Under the new NIL landscape, Ohio State has allocated a substantial budget of $20.5 million to support NIL activities, with plans for a 4% annual increase. This funding aims to provide equitable compensation across all sports programs, ensuring that athletes in less prominent sports also benefit from NIL opportunities. The establishment of BSG is a direct response to these changes, positioning Ohio State as a leader in adapting to the evolving collegiate athletics environment.

BSG’s approach is multifaceted, focusing on several key areas to support student-athletes. First, the initiative emphasizes education and compliance. Through partnerships with organizations like Anomaly Sports Group, Ohio State provides student-athletes with resources on intellectual property protections, financial management, and contract analysis. These educational programs are integrated into the university’s existing leadership initiatives, such as THE Platform and Real Life Wednesdays, ensuring that athletes are well-equipped to navigate the complexities of NIL.

Second, BSG leverages technology to facilitate NIL transactions. By utilizing Learfield’s Compass NIL platform, BSG enables athletes to manage their NIL deals efficiently, track earnings, and connect with potential brand partners. This technological infrastructure streamlines the process for both athletes and brands, fostering transparency and accountability.

Third, BSG focuses on brand development and marketing. The initiative offers personalized support to student-athletes, helping them build their personal brands and engage with fans and sponsors. This includes guidance on social media strategies, content creation, and public relations, empowering athletes to maximize their marketability.

Additionally, BSG aims to foster community engagement by connecting student-athletes with local businesses and charitable organizations. Through programs like the Corporate Ambassador Program, athletes can collaborate with Columbus-based companies for endorsements, appearances, and promotional events. These partnerships not only provide financial benefits but also strengthen the bond between Ohio State athletics and the local community.

The launch of BSG also reflects a broader trend in collegiate athletics toward institutional control and oversight of NIL activities. By centralizing NIL operations, Ohio State ensures compliance with NCAA regulations and university policies, reducing the risk of violations and maintaining the integrity of its athletic programs. This centralized model also allows for more equitable distribution of resources, ensuring that all student-athletes have access to the same opportunities and support.

Moreover, BSG’s comprehensive approach positions Ohio State to attract top-tier recruits. In an era where NIL opportunities are increasingly influencing recruitment decisions, prospective student-athletes are more likely to consider programs that offer robust support systems. By demonstrating a commitment to athlete development and NIL success, Ohio State enhances its appeal to high school and transfer recruits.

The establishment of the Buckeye Sports Group represents a forward-thinking response to the evolving landscape of collegiate athletics. By centralizing and institutionalizing NIL support, Ohio State not only empowers its student-athletes to capitalize on their marketability but also sets a precedent for other universities navigating the complexities of NIL. As the collegiate athletics environment continues to evolve, initiatives like BSG will play a crucial role in shaping the future of student-athlete compensation and support.