Ohio State Athletics and Learfield Unveil Buckeye Sports Group: A Game-Changer for Student-Athletes
Empowering Student Athletes to Reach New Heights in NIL Opportunities
COLUMBUS, Ohio – In a revolutionary partnership, The Ohio State University Department of Athletics and Learfield’s Ohio State Sports Properties proudly announce the launch of the Buckeye Sports Group (BSG). This innovative initiative is set to redefine how Buckeye student-athletes engage with Name, Image, and Likeness (NIL) opportunities, fostering a new era of brand empowerment and maximizing earning potential.
The Future of NIL at Ohio State
With a dedicated team of NIL leaders, Buckeye Sports Group aims to bolster student-athlete brand value while they excel in their sports. This strategic alliance will leverage Learfield’s cutting-edge Compass NIL technology, providing insights and facilitating seamless deal transactions tailored to the unique interests of student-athletes.
“Ohio State has always been a leader in college athletics, and this initiative is another step forward to build upon our strong NIL foundation,” remarked Carey Hoyt, Ohio State’s Deputy Director of Athletics. The combination of Ohio State’s exceptional athletic brand and Learfield’s extensive network will lay the groundwork for an unparalleled NIL experience.
Key Changes in College Athletics
The recent House v. NCAA settlement signifies a transformative moment in college sports, allowing schools to compensate athletes directly for their Name, Image, and Likeness rights. This landmark decision introduces a Fair Market Evaluation process, establishing standardized benchmarks for NIL deals across various sports and institutions. The Buckeye Sports Group will act as a central hub for managing NIL brand deals, corporate partnerships, and compelling narratives directly tied to student-athletes.
A Holistic Approach to Support
Buckeye Sports Group’s comprehensive strategy focuses on three pivotal areas:
1. NIL Deal Facilitation & Management
- Negotiating and securing strategic brand partnerships at local, regional, and national levels.
- Overseeing contract preparation and conducting fair market value assessments.
- Utilizing analytics to track performance metrics and return on investment for NIL campaigns.
2. Content Creation & Storytelling
Powered by Learfield Studios, this initiative will enable:
- Athlete-driven digital content creation, including social media campaigns, video series, and podcasts.
- Optimizing content distribution using Learfield’s extensive Fanbase data and digital expertise to maximize engagement.
- Providing marketing resources for brand collaborations, including the use of Ohio State marks and access to university facilities.
3. Athlete Support & Services
BSG is committed to providing essential services, such as:
- Financial literacy and tax support through industry partnerships.
- Branding and social media growth training, empowering athletes to cultivate their personal brands.
- Connecting student-athletes with brand partners to create business opportunities and develop professional networks.
A Unified Vision for NIL Opportunities
To streamline and optimize NIL operations, the Buckeye Sports Group will consolidate existing NIL collectives into a single marketing powerhouse. This unified approach will ensure student-athletes enjoy seamless access to diverse opportunities while representing the Buckeyes. Founding members of THE Foundation and The 1870 Society will continue to play advisory roles, ensuring ongoing support through donations and subscriptions.
“As we move forward with a more unified approach, we are excited to combine efforts and further strengthen the NIL success of our student-athletes,” expressed Ross Bjork, Senior Vice President and Athletics Director.
Setting New Standards in College Athletics
Through this transformative initiative, Ohio State Athletics and Learfield aim to establish a new standard for NIL excellence. Their vision includes:
- Maximizing student-athlete earning potential in innovative ways.
- Strengthening Ohio State’s brand value through strategic partnerships.
- Creating a sustainable NIL ecosystem that benefits athletes, brands, and the university alike.
“With the strength of Buckeye Nation behind us, we can unlock incremental opportunities for partnerships on local, regional, and national levels,” declared Todd Knisley, Vice President & General Manager of Learfield’s Ohio State Sports Properties.
The Buckeye Sports Group will catalyze over 500 existing NIL partnerships, enhancing the success of student-athletes across 36 sports. Collaborations with prominent brands like Beats by Dre, Chipotle, and Weber Grills showcase the tremendous potential of this initiative.
Conclusion: A Premier Destination for NIL Success
“We are committed to making Ohio State the premier destination for NIL success,” emphasized Hoyt. With the launch of Buckeye Sports Group, a new model is being built—one that aspires to redefine college athletics with ambitious NIL opportunities for student-athletes.
For more information about this pioneering initiative, visit Learfield and stay up to date on how Ohio State is transforming the landscape of college athletics.
This is not just a victory for student-athletes; it’s a bold leap forward into a future where their stories can shine even brighter.
