Ohio State launches group to support NIL opportunities

COLUMBUS, Ohio — The Ohio State University announced it’s launching a new strategic group that’s designed to support, streamline and enhance Name, Image and Likeness opportunities for student-athletes.

The university’s Department of Athletics and Learfield’s Ohio State Sports Properties have formed the Buckeye Sports Group, according to a release.

“By creating a dedicated team of NIL leaders, this strategic partnership will empower Buckeye student-athletes to maximize their brand value while competing at the highest level,” the university says.

The announcement comes after a federal judge approved the terms of a $2.8 billion antitrust settlement last week, which will allow schools to directly pay players through licensing deals.

Ohio State says a key part of the settlement is the implementation of a Fair Mark Evaluation process and a “range of compensation” designed to establish standardized benchmarks for NIL deals across sports and institutions. The Buckeye Sports Group intends to serve as a centralized hub for NIL brand deal facilitation, corporate partnerships, student-athlete storytelling and NIL support.

The Buckeye Sports Group will have access to Learfield’s Compass NIL technology to facilitate deal transactions and gain insights into student-athlete interests.

The group will support Ohio State student-athletes with a focus on three areas: deal facilitation and management, content creation and storytelling and support services.

“Ohio State has always been a leader in college athletics, and this initiative is another step forward to build upon our strong NIL foundation,” said Ohio State’s Deputy Director of Athletics Carey Hoyt. “By combining the power of our athletic brand with Learfield’s expansive network, we are creating an innovative, full-service approach to NIL that directly benefits our student-athletes.”

In a move to streamline and optimize NIL operations, the group will work to consolidate existing NIL collectives under a single marketing team. The founding members of THE Foundation and The 1870 Society, two existing NIL collectives, will remain engaged and serve in an advisory capacity to the new group.

“We’re incredibly thankful for everything our NIL collective’s leadership, businesses and donors have done to support our student-athletes,” Senior Vice President and Wolfe Foundation-Eugene Smith Endowed Athletics Director Ross Bjork said. “Their commitment has helped shape the landscape in powerful ways. As we move forward with a more unified approach, we’re excited to combine efforts and further strengthen the NIL success of our student-athletes.”

To read more about the new group, click here.