Ohio State Unveils Buckeye Sports Group to Revolutionize NIL originally appeared on Athlon Sports.
Ohio State University has launched Buckeye Sports Group (BSG), a pioneering Name, Image, and Likeness (NIL) initiative that unifies the school’s two primary NIL collectives: The Foundation and The 1870 Society, under one centralized platform. This strategic move, supported by the athletic department and powered by Learfield’s Compass NIL technology, is designed to simplify and enhance NIL operations for student-athletes across all 36 varsity sports.
BSG goes beyond traditional collective models by offering student-athletes comprehensive support, including financial literacy training, tax education, and career development resources. The initiative reflects Ohio State’s proactive stance in response to the NCAA’s recent $2.78 billion House Settlement, positioning the university as a leader in the next phase of collegiate athletics.
According to Deputy Athletic Director Carey Hoyt, “Ohio State has always been a leader in college athletics, and this initiative is another step forward to build upon our strong NIL foundation,”
The program builds on Ohio State’s existing NIL foundation, making the university even more appealing to top recruits. By streamlining operations and prioritizing athlete development, BSG ensures Buckeye athletes can maximize their NIL opportunities without losing sight of long-term personal and professional success.
More than just a rebranding effort, Buckeye Sports Group represents a fundamental shift in how universities can support athletes in the NIL era. With structured brand-building opportunities and holistic guidance, Ohio State sets a new benchmark for NIL integration in collegiate sports. As schools nationwide look to adapt, BSG could serve as a blueprint for sustainable and student-centered NIL management.
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This story was originally reported by Athlon Sports on Jun 15, 2025, where it first appeared.