Group licensing deal now allows Buckeyes to sell jerseys with player names

Ohio State continues to push forward in the new era of college athletics.

The Buckeyes announced Tuesday morning that all student-athlete at Ohio State will have the opportunity to profit off their Name, Image and Likeness from a group licensing program. The Buckeyes athletic department and office of trademark and licensing have partnered with The Brand Group (TBG).

The deal with TBG allows for players to profit off of their jersey sales. TBG cannot guarantee NIL opportunities, only the marketplace will determine the demand. But fans will be able to purchase official team jerseys with names and numbers of current Buckeyes on them. Players will be able to profit immediately as long as they have joined the established group licensing program and as soon as TBG enters into trademark licenses agreements with Ohio State.

There will also be options down the road for trading cards, video games, bobbleheads and more thanks to this agreement between Ohio State and the players.

Jersey sales will not be limited to just current athletes. TBG has launched an Alumni Group Rights Program with some schools, which allows former players to co-brand their NIL with the school’s trademark and logos. Ohio State is expected to combine its alumni athlete licensing program, Legends of the Scarlet & Gray, to the TBG program in the future.

The Buckeyes have no plans to be involved in deals or representing athletes’ NIL. But the institution will approve or disapprove the use of trademarks on items.

“This is a unique opportunity for our student-athletes,” Ohio State senior associate athletics director Carey Hoyt said in a statement. “We are passionate about educating and providing opportunities for student-athletes to take advantage of their Name, Image and Likeness, and co-branding them with Ohio State’s official trademarks and logos is going to be an exciting new way for them to monetize on their NIL.”

Ohio State pushed to make sure NIL legislation was legal in the State of Ohio before July 1. The Buckeyes accomplished that, getting an executive order passed through.

And now they are making the most of the new era by providing as many opportunities possible to their athletes.

Photo courtesy Chris Graythen/Getty Images