Ohio State, Learfield announce Buckeye Sports Group to maximize new NIL landscape

COLUMBUS — Ohio State is quickly adapting to the new reality in college sports after Friday’s landmark House vs. NCAA settlement.

The Buckeyes athletic department and Learfield’s Ohio State Sports Properties announced the formation of the Buckeye Sports Group — BSG — on Monday. The athletic department is calling it “a ground-breaking initiative designed to support, streamline and enhance Name, Image, and Likeness (NIL) opportunities for Ohio State student-athletes. 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.”

From the Ohio State release:

Ohio State and Learfield Impact, the company’s “industry-leading NIL services,” are fueled by dedicated on-campus leadership professionals that prioritize Buckeye student-athlete brand engagement and content driven campaigns. Additionally, BSG will have access to Learfield’s Compass NIL technology to facilitate deal transactions and gain insights into student-athlete interests that foster authentic brand connections.

Ohio State deputy athletic director Carey Hoyt said this in the release:

“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 Carey Hoyt, Ohio State’s Deputy Director of Athletics. “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.”

Starting July 1, schools will be able to directly pay players for their name, image and likeness thanks to the House vs. NCAA settlement, marking a massive shift to the collegiate athletics model that has been in place for more than 100 years. A major piece of the settlement is the implementation of a “Fair Market Evaluation” process, and a “range of compensation” designed to establish standardized benchmarks for NIL deals across sports and institutions.

According to the release, “Buckeye Sports Group will serve as a centralized hub for NIL brand deal facilitation, corporate partnerships, student-athlete storytelling and NIL support.”

More on the new Ohio State BSG, from the release

This is from the Ohio State athletics release

The Buckeye Sports Group will support Ohio State’s student-athletes with comprehensive efforts within three key areas: deal facilitation and management, content creation and storytelling, and support services. 

• NIL Deal Facilitation & Management
• Negotiating and securing brand partnerships locally, regionally, and nationally for student-athletes.
• Overseeing contract preparation and fair market value assessments.
• Utilizing analytics to track NIL performance and return on investment.
• Content Creation & Student-Athlete Storytelling, powered by Learfield Studios

– Creating athlete-driven digital content, including social media campaigns, video series and podcasts.

– Leveraging Learfield’s Fanbase data and digital expertise to optimize distribution across social media and digital channels.

– Providing marketing resources for brand collaborations to maximize results, including the use of Ohio State marks, logos and access to campus facilities.

• Athlete Support & Services

– Providing financial literacy and tax support through partnerships with industry experts.

– Offering branding and social media growth training to help athletes build their personal brands.

– Connecting student-athletes with brand partners to provide business experience, micro-internships and build professional networking relationships with companies.

A Unified Approach to NIL

In a move to streamline and optimize NIL operations, Buckeye Sports Group will also work to consolidate existing NIL collectives under a single marketing team. This unified structure will provide student-athletes with seamless access to opportunities while competing for the Buckeyes. The founding members of THE Foundation and The 1870 Society will remain engaged and serve in an advisory capacity to the new Buckeye Sports Group. Additionally, re-occurring donations and subscriptions made to The Foundation will continue to play a vital role in supporting Ohio State Athletics.

“We’re incredibly thankful for everything our NIL collective’s leadership, businesses and donors have done to support our student-athletes,” Ross Bjork, Senior Vice President and Wolfe Foundation-Eugene Smith Endowed Athletics Director, 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.”

Impact & Vision

Through this partnership, Ohio State Athletics and Learfield are setting a new standard for NIL excellence. The initiative aims to:

• Maximize student-athlete earning potential;
• Strengthen Ohio State’s brand value through strategic partnerships; and
• Create a sustainable, best-in-class NIL ecosystem that benefits athletes, brands, and the university.

“As we enter a new era for college athletics, we’re excited to build on our past successes and create even more meaningful NIL opportunities for Ohio State student-athletes,” said Todd Knisley, Vice President & General Manager of Learfield’s Ohio State Sports Properties. “Buckeyes have excelled both on and off the field, and we’re committed to amplifying that momentum. We also recognize the unique potential of our footprint in Columbus, one of the fastest-growing metro markets, for impactful deal-making. With the strength of Buckeye Nation behind us, we’re able to unlock incremental opportunities for partnerships on a local, regional, and national scale.”

BSG will fuel Ohio State’s NIL dealmaking success and build upon the momentum of over 500 NIL brand partnerships featuring Buckeye student-athletes across all 36 sports. Buckeye student-athletes have already collaborated with prominent brand partners such as Beats by Dre, Chipotle, Right Rug, Weber Grills, Element Electronics and more.

“We are committed to making Ohio State the premier destination for NIL success,” Hoyt added. “With Buckeye Sports Group, we’re building a model that will serve as the new standard for college athletics.”