Ohio State Buckeyes on Verge of Being Burned Again by Their Conservative and Cautious Name, Image, and Likeness Policy Approach

The landscape of college athletics has changed dramatically in the past three years. The introduction of Name, Image, and Likeness (NIL) opportunities has ushered in a new era where athletes can monetize their personal brands. For some programs, it’s been an accelerator—a jetpack fueling their recruiting efforts. For others, like Ohio State, it’s becoming a frustrating obstacle. And now, as the 2025 season inches closer, the Buckeyes once again find themselves on the verge of being burned by their cautious NIL approach.

There’s no denying that Ohio State is one of college football’s bluebloods. With a massive fanbase, national brand recognition, and one of the most successful programs in the country, the Buckeyes seemingly have every resource imaginable. But when it comes to NIL, they’ve operated with a different philosophy than many of their peers. Ohio State’s administration has emphasized long-term sustainability, compliance, and integrity—values that ring true in boardrooms but are starting to cost them elite talent on the recruiting trail.

Sources around Columbus and close to Ohio State’s recruiting efforts have increasingly voiced concern that top prospects are drifting elsewhere—not because they don’t love the tradition or development opportunities in Columbus, but because other programs are simply doing more in the NIL arena. And that’s not just the opinion of opposing recruiters or national analysts—it’s a growing sentiment among high school coaches, parents, and even Ohio State fans who follow recruiting religiously.

One recent example: a five-star receiver from the South, who had long listed Ohio State in his top three, committed elsewhere late in the process. The Buckeyes checked every box—NFL pipeline, quarterback play, academics, culture—but fell short when it came to the structure and support of NIL. His family reportedly said they “loved Ohio State” but felt other programs were “more prepared to support his future.”

That’s a tough pill to swallow for a school that has sent more wide receivers to the NFL in recent years than nearly any other program. Brian Hartline’s position room is an NFL factory. But even that isn’t always enough in today’s game.

And it’s not just wide receivers. In the past two recruiting cycles, the Buckeyes have watched highly-touted linemen, defensive backs, and quarterbacks slip away despite holding momentum for months. The common denominator? NIL packages and the infrastructure surrounding them.

Of course, Ohio State has not been completely absent in the NIL space. The university has partnerships with collectives like The Foundation and Cohesion Foundation, and current players like Marvin Harrison Jr. and C.J. Stroud landed major deals during their college careers. But those success stories often involved the players securing deals on their own or thanks to their personal star power—rather than a programmatic effort that ensures every elite recruit feels confident in the support they’ll receive upon committing.

In contrast, schools like Texas, Oregon, Miami, and even some SEC powers have leaned fully into NIL, openly embracing pay-for-play realities and organizing collectives that promise six- and seven-figure opportunities for blue-chip recruits. They’ve created pipelines of wealth, security, and marketing exposure that Ohio State, for now, seems hesitant to replicate at scale.

This isn’t a cry for the Buckeyes to abandon ethics or NCAA compliance. But in the modern NIL climate, perceived passivity can be just as damaging as actual wrongdoing. Recruits and their families are evaluating these programs like never before—not just through the lens of tradition or development but also through the practical financial realities that come with being a top-tier collegiate athlete.

Head coach Ryan Day has spoken publicly about the NIL arms race before. He’s made headlines multiple times for urging Ohio State boosters and supporters to step up their contributions and embrace the realities of modern recruiting. In 2022, he even stated it could take “$13 million” to keep the roster intact. But even as he rings the alarm, administrative action has not always followed with urgency.

Some around the program fear this conservative stance is starting to erode the very talent base that built Ohio State’s dominance. Missing out on one five-star is not a crisis. But losing multiple elite prospects, year after year, because they’re being outbid—or at least outpromised—by more aggressive programs is a trend that should raise red flags.

And the ripple effects extend beyond recruiting. In the current age, retention is just as important. Players who feel undervalued or overlooked may transfer to programs with richer NIL setups. Coaches must now constantly re-recruit their own rosters, making it even more vital to build a strong NIL foundation.

So why the hesitancy from Ohio State’s administration?

Part of it is cultural. Ohio State has long prided itself on doing things “the right way.” Compliance officers have an outsized voice in major decisions. University leadership is wary of reputational damage. There’s also a broader concern among some faculty and donors that college athletics has lost its soul in the rush toward professionalization.

But the reality is this: college football has changed. You can’t opt out of the NIL era. You can’t wish it away. And while Ohio State may still land top-10 classes and compete for Big Ten titles in the short term, the margin between good and great at the national level is razor-thin.

The Buckeyes cannot afford to become the next USC or Florida State of the early 2010s—a once-proud program overtaken by more aggressive, better-funded rivals simply because they didn’t evolve quickly enough.

There are signs of progress. Recent reports indicate that boosters are mobilizing more resources. Collectives are refining their messaging and making efforts to unify under one banner. And the success of players like TreVeyon Henderson and Emeka Egbuka in landing deals while still in college gives hope that current players can thrive.

Still, urgency is needed. The recruiting calendar doesn’t pause. The December signing period will be here before long. Every day that passes without a more assertive NIL framework risks losing another elite prospect to a more proactive rival.

The question now becomes: will Ohio State adapt fast enough to avoid long-term consequences?

If the Buckeyes want to continue competing for national titles—truly contending with Georgia, Alabama, Michigan, and the emerging new powers—they must embrace NIL not just as a nuisance but as an essential weapon in the modern game.

The alternative is far grimmer. Talent gaps widen. Fan frustration grows. Coaches leave for greener pastures. And Ohio State, one of the true titans of college football, could find itself on the outside looking in while programs that once envied them now set the standard.

The warning signs are flashing. The clock is ticking. And unless Ohio State makes bold moves now, it won’t be the NCAA or a rival coach that burns them—it’ll be their own unwillingness to evolve with the times.