Ohio State University’s NIL Initiatives

Since the NCAA’s 2021 interim policy allowed college athletes to profit from their Name, Image, and Likeness (NIL), Ohio State University (OSU) has emerged as a leader in navigating this transformative landscape. With its storied athletic programs, particularly in football, and a robust infrastructure to support student-athletes, OSU has implemented innovative NIL initiatives that balance compliance, education, and revenue generation.

Being based in Ohio, Wolfe Sports Recruiting recognizes OSU’s efforts as a model for maximizing athlete potential while maintaining competitive excellence. This article provides a comprehensive analysis of Ohio State’s NIL initiatives, their results, and the lessons they offer for other institutions, with a focus on Ohio’s unique legislative environment and the university’s strategic approach.

Ohio’s Legislative Framework: Setting the Stage for NIL Success

Ohio’s NIL landscape was shaped by Governor Mike DeWine’s Executive Order 2021-10D, signed on June 28, 2021, which permitted college athletes to earn compensation from their NIL without losing eligibility. This order, effective July 1, 2021, was a response to the NCAA’s interim policy and ensured Ohio institutions like OSU remained competitive with states like Alabama and Florida, which had already passed NIL laws. The executive order prohibits schools from directly paying athletes for NIL but allows third-party deals, professional representation, and endorsements, with restrictions on industries like alcohol, tobacco, and gambling.

In November 2024, DeWine signed another executive order, further empowering colleges to directly compensate athletes for NIL, aligning with anticipated changes from the House v. NCAA settlement, which will introduce revenue-sharing starting in 2025–2026. This positions OSU to integrate direct NIL payments, estimated at over $20 million annually, into its athletic budget, ensuring it remains a recruiting powerhouse.

Ohio State’s NIL Initiatives: A Multifaceted Approach

OSU’s Department of Athletics has developed a comprehensive NIL program, emphasizing education, compliance, and opportunity creation. Key initiatives include:

1. NIL Edge Team

   
   

   Launched in January 2022, the NIL Edge Team comprises university staff who connect athletes with businesses for endorsement deals and coordinate with booster collectives. Led by Assistant Athletic Director Logan Hittle, a former OSU walk-on linebacker, and Senior Associate Athletic Director Carey Hoyt, the team facilitates partnerships while ensuring compliance with NCAA and Ohio regulations. The Edge Team works with Learfield, OSU’s multimedia rights holder, to integrate university trademarks into deals when approved, enhancing brand value.

   
   

2. The Platform and Opendorse Partnership

   
   

   OSU partnered with Opendorse, a leading NIL platform, to create “The Platform,” a tool for athletes to disclose deals, access branding resources, and connect with brands. Athletes must report all compensated NIL activities through Opendorse before execution, ensuring transparency and compliance with rules prohibiting “pay-for-play” or deals during team activities. This partnership streamlines deal-making and provides data analytics to optimize athlete marketability.

   
   

3. Eugene D. Smith Leadership Institute

   
   

   OSU’s NIL program emphasizes education through the Eugene D. Smith Leadership Institute, offering workshops on branding, financial literacy, and contract negotiation. Athletes receive guidance on building social media presence and monetizing platforms like Twitch, reflecting OSU’s proactive approach to preparing athletes for the business of NIL.

   
   

4. Booster Collectives: Cohesion, THE Foundation, and The 1870 Society

   
   

   OSU collaborates with three booster collectives: the nonprofit Cohesion Foundation and THE Foundation, and the for-profit 1870 Society. These collectives pool donor funds to facilitate NIL deals, with Cohesion and THE Foundation focusing on broad sports support, while THE Foundation prioritizes football and men’s basketball. The 1870 Society, launched in April 2023, aims to scale NIL opportunities through a for-profit model, addressing limitations of nonprofit collectives’ tax and operational structures. Notably, the 1870 Society secured deals for all 15 early-enrollee football recruits and key transfers like Quinshon Judkins in 2024, demonstrating its impact on recruiting.

   
   

5. CampusParc Brand Ambassador Program

   
   

   Since 2022, CampusParc, OSU’s parking service, has sponsored entire teams, including women’s golf, volleyball, and dance, as well as individuals like Olympic gold medalist Emma Maltais. Selecting 25 athletes annually through an application process, this program humanizes the organization while providing athletes with NIL opportunities, showcasing innovative corporate partnerships.

   
   

6. Policy Evolution for Recruiting

   
   

   In March 2024, OSU updated its NIL guidelines to allow collectives to contact recruiting prospects, aligning with NCAA’s relaxed enforcement of NIL-related recruiting rules. This shift enables OSU to leverage NIL as a recruiting tool, ensuring competitiveness against programs in states with more permissive policies.

   
   

Results: Impact and Achievements

OSU’s NIL initiatives have yielded impressive results, positioning the university as a national leader in the NIL space:

• Volume of Deals: Over 2,000 NIL deals have been signed by OSU athletes since 2021, with football and women’s volleyball leading in deal volume. High-profile athletes like Marvin Harrison Jr. and Kyle McCord have secured major endorsements, while Olympic sport athletes, like lacrosse players earning from creative talents, benefit significantly.

• Financial Impact: OSU’s NIL program is among the nation’s top, with estimates suggesting a $13–22 million annual budget for football alone. The 1870 Society’s deals with early enrollees and transfers underscore OSU’s ability to attract and retain talent through NIL.

• Recruiting Advantage: The updated 2024 policy allowing collectives to engage prospects has bolstered OSU’s recruiting, particularly for football, where stars like Jeremiah Smith and Carnell Tate have signed deals through The Foundation. However, challenges persist in recruiting linemen, with some attributing this to NIL funds favoring established players over high school prospects.

• Broad Sport Support: Unlike programs focused solely on revenue sports, OSU supports all 36 varsity sports, with increased scholarship opportunities planned post-House v. NCAA settlement. Women’s sports, including volleyball and golf, have seen significant NIL activity, reflecting OSU’s commitment to equity.

• Community Engagement: Initiatives like The Foundation’s Miami donor dinner with players like Brian Hartline and Jeremiah Smith have expanded fundraising to other states, enhancing NIL funding. Local businesses, with 30,000 in Columbus, are targeted for partnerships, amplifying economic impact.

  
  

Challenges and Criticisms

Despite its successes, OSU’s NIL program faces challenges:

• Recruiting Imbalance: Some suggest OSU struggles to recruit high school linemen due to NIL funds prioritizing established players, highlighting a need for better resource allocation.

• Cultural Concerns: Critics, including Sports Illustrated, argue that the “social media circus” and NIL pressures create a professionalized locker room, potentially attracting athletes more focused on personal branding than team commitment. Comments from C.J. Stroud post-Michigan loss in 2022 raised questions about whether some players fully grasp team priorities, though this may reflect isolated sentiment.

• Tax and Compliance Issues: The IRS’s 2023 memo questioning tax-exempt status for nonprofit collectives like THE Foundation poses risks for donors, though OSU’s collectives maintain compliance. The for-profit 1870 Society mitigates some of these concerns but lacks the transparency required of nonprofits.

• High School NIL Lag: Ohio’s prohibition on high school NIL puts OSU at a recruiting disadvantage compared to states like Texas, where athletes like Quinn Ewers earned $1.4 million before enrolling. This gap underscores the need for policy reform to prepare Ohio athletes for college NIL opportunities.
  

Lessons for Other Institutions

OSU’s NIL program offers valuable lessons:

1. Invest in Education: The Eugene D. Smith Leadership Institute’s focus on financial literacy and branding equips athletes for long-term success, a model other schools can adopt.

2. Leverage Diverse Collectives: Combining nonprofit and for-profit collectives like The 1870 Society maximizes funding flexibility, a strategy smaller programs could adapt.

3. Engage Local Businesses: Targeting Columbus’s 30,000 businesses for sponsorships amplifies NIL opportunities, a scalable approach for urban campuses.

4. Adapt to Policy Changes: OSU’s quick response to NCAA’s relaxed recruiting rules in 2024 highlights the importance of agility in a dynamic regulatory environment.

5. Support All Sports: Prioritizing non-revenue sports like women’s volleyball ensures equity and broadens NIL impact, setting a standard for inclusive programs.

   
   

Call to Action: Join the Wolfe Pack for Ohio NIL Reform

Ohio State’s NIL initiatives demonstrate the power of strategic innovation, but the absence of high school NIL in Ohio limits the pipeline of prepared athletes. Wolfe Sports Recruiting calls on fans, parents, and coaches to advocate for high school NIL legislation, ensuring Ohio’s young talents can compete on a level playing field with peers in states like California and Texas. Together, we can empower Ohio’s athletes to thrive in the NIL era, both at OSU and beyond.