Ohio State Unifies NIL Program After NCAA Settlement

Ohio State University has launched the Buckeye Sports Group (BSG) in partnership with Learfield, consolidating and managing all Name, Image, and Likeness (NIL) opportunities for its student-athletes. The move brings NIL operations in-house, absorbing former collectives like The 1870 Society and The Foundation, whose leaders will now serve as advisors. BSG will facilitate brand deals, create content, and offer support services using Learfield's Compass NIL technology and financial literacy resources. Following the NCAA's approval of a $2.8 billion antitrust settlement, schools can now distribute up to $20.5 million annually to athletes, with Ohio State allocating $18 million for direct NIL payments and the remainder for scholarships. The initiative is designed to ensure fair market value, transparency, and unified support for all 36 varsity sports. This positions Ohio State at the forefront of adapting to the new NIL landscape in collegiate athletics.