Ross Bjork

The landscape of college sports continues evolving.

With the House settlement approved, revenue sharing is getting underway and new NIL structures that allow for athletic departments to manage their own athletes’ NIL are in place. In a proactive move, Ohio State formed the Buckeye Sports Group in partnership with Learfield to do exactly that, while connecting athletes with NIL opportunities.

Things are changing in Ohio State’s administration as well, with longtime communications director and football sports information director Jerry Emig announcing his March retirement on Thursday. Buckeye athletic director Ross Bjork then met with the media on Thursday to talk about all that’s changing.

Bjork addressed not only BSG and the approach to finding Emig’s replacement but also the formation of Ohio State’s new data-driven Center for Sports Intelligence and Strategy and the broader future of collegiate athletics.

  • In his opening statement, Bjork said that, after returning from the annual athletic directors’ convention, NACDA, he’s eager for the future of college athletics and says that academics will still play an integral role.
  • Deputy director of athletics Janine Oman is also retiring next June, and Bjork said she’ll be a difficult person to replace. Before she goes, she’ll help Ohio State transition to the new revenue-sharing era of college athletics. “She’s just been so thoughtful, so grateful. … I told her when she approached me, I said, ‘You can’t leave yet.'”
  • Bjork also raved about Emig’s contributions to Ohio State over the years. “We just want to thank Jerry for everything he’s done. … Congrats, Jerry, on your retirement.”
  • Bjork wants to strike a balance between furthering the athletic department’s NIL and revenue generation while also maintaining Ohio State traditions. “We’re a public trust of the state of Ohio. …. How do we nurture that, but how do we grow that? How do we capitalize on that? … There’s still potential. … How do we honor that tradition, but how do we be more innovative, more creative?”
  • With fantastic grades across all sports and the football team being the only D-1 football program with a perfect Academic Progress Rate. “This our best academic year ever. Period.”
  • Bjork said that Ohio State’s athletic department had its best fundraising year ever as well, more than $80 million raised.
  • Opening remarks on BSG: “This really brings everything under one umbrella. The Foundation, 1870, the people involved in those groups, they want to stay involved. … It’s really a marketing agency that goes out and arrange agreements between athletes and a business.”
  • While the Center of Sports Intelligence and Strategy isn’t a physical location, Bjork said the goal is to centralize resources within the athletic department for coaches to have “data, sports science” and “sports performance” resources, among other things.
  • Among the many tweaks to college athletics that Bjork and the national landscape is working to achieve, he wants to see the NCAA’s command of sports college change. “We need to redo NCAA governance.”
  • Bjork said after $2.5 million set aside for 91 new scholarships is counted against the cap for revenue sharing, the remaining $18 million will be shared among four sports: football, men’s basketball, women’s basketball and women’s volleyball. “This is more opportunity for athletes than ever before, coming from within the program.” Bjork added that the $20.5 million cap will grow by 4% each year.
  • While all the changes with the House case are moving things in a positive direction, Bjork said action at the congressional level is still needed for college sports.
  • On varying opinions between the Big Ten and SEC on the future of the College Football Playoff: “We need to take a step back. We need to keep engaging with our colleagues. … Have we accomplished anything yet? No. … We’re confident in the commissioners.”
  • On his push to move Ohio State vs. Texas to Sunday night: “Really started the conversation back in the fall. … I think our program, our fans deserve some marquee night games. … Really, at the end of the day, there’s no flexibility in the contracts. FOX bought the noon window. … What we need is we need more flexibility. Can that happen anytime soon? I don’t know. … We understand why FOX went with Big Noon, we understand why we’re picked all the time, but we’re hoping (for) just, more flexibility.”
  • On the impact of the House settlement on NIL: “We have an obligation to follow Title IX in several buckets. … The revenue share and the NIL world is not subject to Title IX per se, but we do have an obligation to support our female athletes as much as we support our male athletes. … We think we’ll be in a better position to support our female athletes.”
  • Bjork said that working out NIL and revenue share with international athletes is still a work in progress with limitations from their visas.
  • On how Ohio State is going to get the NIL money it needs to support its football roster approved under new NIL regulations: “We have been in an environment the last four years, that there wasn’t necessarily a valid business purpose between a collective and an athlete. … It (now) has to meet a valid business purpose. … These numbers, you have to really ask, ‘When?’ When are you counting that? … People think there’s still going to be this chase. … Everyone is going to sign an agreement attesting to, ‘We are going to follow the rules.'”
  • Bjork said the revenue generation, interest and Big Ten attention on women’s volleyball made it the fourth sport that will receive revenue-sharing dollars.
  • While making student-athletes employees is still being considered, Bjork said there are “a lot of complications.” “That’ll be a continued conversation.”
  • On whether the new House regulations with the revenue-sharing cap levels the playing field and hurts Ohio State: “Everybody has the same number, that’s federally mandated by a judge. … Most programs are adding scholarships and they’re touching that 2.5. How they divide up that 18 million is up to them. … Ohio State football is a built-to-last, championship brand. That’s not going away. How we navigate it is going to be an evolution.”
  • On the projects the new Center for Sports Intelligence and Strategy: “Who should we schedule that will help you get into the postseason? … Analytics on how to spend scholarship, analytics on how to spend the NIL payments. … A lot of consistency across the board, how we do budgeting, how we do scheduling, how we do coaches’ contracts can all now sit in a ‘center.'”
  • More on BSG: “The company will pay the athlete, but they’ll basically help arrange that. And then there’s content that they’ll help with. … It’s just a way more proactive approach.”
  • On how the first year of the expanded Big Ten went: “I think from a scheduling, logistics (perspective), we managed it pretty well. … The sports, coming from West to East, they had some challenges. So I think, after the first year, probably not enough to make some radical changes, but after the second year we’ll have more data. … I think overall, it worked, but I think the wear and tear of going from West to East is an issue.”
  • Bjork said he wants to improve gameday experience for fans. “More night games, we already covered that. Fans, they want to modernize, they want to innovate. … I think we saw what happened in the Tennessee game. … We learned a lot from that. So, when we do music, how we play music, we have to do sponsored segments, but how do we do that? … We have a ramp that’s iconic that the band walks down, how can we use that during the game? … We are working on new boards, new LED ribbon boards. … The plan is really, really strong.”
  • On competing in less-prioritzed sports at Ohio State’s with programs that are funneling their focus into that sport: “People are worried about basketball-specific programs. That’s a reality that we’re gonna have to deal with. … We’re not gonna panic, no one’s just going to shut things down in year one, this gonna be a process.”
  • Ohio State’s revenue-sharing structure was built around ensuring all 36 varsity sports stay intact, too. “That was the starting point is, we will maintain 36 sports.”
  • Bjork said there’s an ongoing “comprehensive masterplan study” on how to improve Ohio stadium. “We’re always gonna do projects around the stadium, but the projects are going to be, ‘What provides return on investment?’ … This year we also provided 2,000 tickets that don’t require a donation and lowered the price.”