Eric Boggs
As a proud Ohio State fan, the announcement of Buckeye Sports Group (BSG) marks an exhilarating milestone for our beloved Buckeyes. Following the NCAA’s landmark $2.78 billion House Settlement, which grants athletic departments greater oversight of student-athlete Name, Image, and Likeness (NIL) earnings, Ohio State’s athletic department has partnered with Learfield to create BSG. This strategic move consolidates the university’s existing NIL collectives—The 1870 Society and The Foundation—into a single, athletics-led management team, positioning Ohio State at the forefront of college athletics innovation.
For Buckeye fans, this development is a cause for celebration. BSG represents a commitment to empowering our student-athletes to thrive in the evolving NIL landscape. By bringing NIL operations in-house, Ohio State ensures a streamlined, professional approach to maximizing brand opportunities for athletes across all 36 varsity sports. This unified structure, guided by the expertise of founding collective members in advisory roles, strengthens the Buckeyes’ ability to attract and retain top talent, a critical factor in maintaining our competitive edge in the Big Ten and beyond.
The partnership with Learfield, a leader in collegiate sports marketing, amplifies BSG’s potential. Through access to Learfield’s Compass NIL technology, Ohio State athletes will connect with brand deals tailored to their interests, enhancing their marketability while staying true to the scarlet and gray. Beyond financial opportunities, BSG’s comprehensive strategy includes providing financial literacy resources, equipping athletes with the tools to manage their earnings wisely. This holistic support system reflects Ohio State’s tradition of excellence, ensuring our student-athletes are set up for success both on and off the field.
Fans should be thrilled about BSG because it solidifies Ohio State’s position as a trailblazer in college athletics. As Deputy Athletic Director Carey Hoyt noted, this initiative builds on our strong NIL foundation, leveraging the Buckeye brand’s unparalleled influence to create unmatched opportunities. A stronger NIL program means a stronger Ohio State, capable of recruiting elite athletes who can carry our proud legacy forward. From football to field hockey, BSG’s impact will be felt across Buckeye Nation, fueling our passion and pride as we cheer on the next generation of champions.
