JUST IN: Ohio State announces the formation of Buckeye Sports Group, unifying its NIL efforts for student-athletes under the management of the athletic department. 09 …

JUST IN: Ohio State announces the formation of Buckeye Sports Group, unifying its NIL efforts for student-athletes under the management of the athletic department. 09 …

 

In a major move signaling a new era for collegiate athletics at The Ohio State University, the athletic department has officially announced the formation of the Buckeye Sports Group, a centralized entity that will oversee and manage all Name, Image, and Likeness (NIL) operations for student-athletes. The announcement came on June 9, 2025, and represents a significant shift in how NIL initiatives will be organized, promoted, and regulated within Ohio State’s athletic ecosystem.

A Unified NIL Strategy

The creation of the Buckeye Sports Group marks a pivotal step toward a more structured and strategic approach to NIL at Ohio State. By bringing all NIL-related functions under one umbrella, the university aims to provide better support, resources, and opportunities for its athletes, while ensuring compliance and transparency in all partnerships.

Previously, NIL efforts were decentralized, often relying on third-party collectives, external marketing agencies, or alumni-run initiatives. While these groups played an important role in supporting athletes, Ohio State’s athletic department now sees the need for greater oversight, coordination, and long-term sustainability.

“This is about elevating the student-athlete experience and ensuring we’re setting them up for success both on and off the field,” said Ohio State Athletic Director Gene Smith. “By unifying our NIL efforts under the Buckeye Sports Group, we are creating a consistent and dependable framework that benefits our student-athletes, our partners, and the university.”

What Buckeye Sports Group Will Do

Operating directly under the Ohio State Department of Athletics, Buckeye Sports Group will serve as the primary NIL hub for the university’s nearly 1,000 student-athletes across 36 varsity sports. The organization will offer a wide range of services, including:

Brand Development and Education: Helping athletes grow their personal brands through workshops, mentorship, and digital training.

Sponsorship Facilitation: Connecting athletes with vetted businesses and national brands looking to collaborate on NIL opportunities.

Compliance Oversight: Ensuring all NIL activities align with NCAA regulations, Big Ten guidelines, and Ohio State’s institutional policies.

Collective Coordination: Serving as a liaison to coordinate with existing NIL collectives and philanthropic groups to avoid duplication and conflict.

Student-Athlete Empowerment

Student-athletes are at the heart of this initiative. The Buckeye Sports Group promises to take a hands-on role in mentoring and educating athletes on the financial, legal, and reputational implications of NIL. From tax basics to contract literacy and social media management, the group will prepare athletes to navigate the complexities of NIL with confidence.

For football and basketball athletes—who tend to attract the most NIL opportunities—this could translate into expanded deals and structured representation. But the initiative will also focus on equity, ensuring that athletes in non-revenue sports like gymnastics, track and field, and fencing have equal access to resources and promotional platforms.

A Model for the Future?

With Ohio State’s national brand and massive fan base, the move is expected to be closely watched across the NCAA landscape. As schools continue to adapt to the changing NIL environment, the Buckeye Sports Group could become a model for how large athletic departments can take charge of NIL to protect and empower student-athletes.

“Our goal is to lead the way,” said Smith. “This is the future of college sports, and we want to be the ones setting the standard.”

Ohio State’s Buckeye Sports Group is expected to be fully operational by Fall 2025.