Inside Ohio State’s $20 Million NIL Strategy: How Ryan Day Built a Winning Roster

Ohio State's Ryan Day leveraged a $20 million NIL budget and the transfer portal to enhance his roster.

Ohio State is back in the College Football Playoff, set to take on Tennessee in the first round Saturday. With the stakes higher than ever, the No. 8 Buckeyes are eager to prove themselves after finishing the regular season with a 10-2 record, including losses to Oregon and Michigan. Despite these setbacks, Ohio State’s strong résumé has earned them a spot in the expanded 12-team playoff, setting the stage for an exciting matchup against the No. 9 Volunteers.

Ohio State’s impressive roster and the power of NIL

What makes Ohio State a formidable contender this year? Look no further than their star-studded roster, which is among the most talented in the nation. Featuring standout players like true freshman receiver Jeremiah Smith, running back Quinshon Judkins, and safety Caleb Downs, the Buckeyes have built a team that can compete at the highest level. But how did they assemble such a talented group? The answer lies in the world of Name, Image, and Likeness (NIL).

Ohio State reportedly spent a staggering $20 million to construct its roster, a figure that underscores their commitment to winning a national championship. This investment came into the spotlight before the 2024 season, as ESPN reported on the financial efforts made by the Buckeyes. The motivation? A painful loss to rival Michigan in 2023 and watching the Wolverines claim the national title.

Building a championship-caliber team

Ohio State’s athletic director, Ross Bjork, shared insights on the urgency behind this massive expenditure. “No one’s been happy with the last couple of seasons and how they’ve ended,” he told ESPN. “There’s a reset that had to take place.” With head coach Ryan Day leading the charge, the Buckeyes activated a methodical and intense plan to revamp their roster.

As part of this strategy, Ohio State poured the $20 million from its NIL fund into recruiting and the transfer portal, while also convincing some players to stay instead of heading to the NFL. Notable transfer portal acquisitions include quarterbacks Will Howard and Julian Sayin, running back Quinshon Judkins, and offensive lineman Seth McLaughlin, all of whom have made significant contributions this season.

Star players making an impact

Howard has been a revelation as Ohio State’s starting quarterback, boasting a completion rate of 72.3% with 2,860 passing yards, 27 touchdowns, and eight interceptions, along with seven rushing scores. Judkins leads the team in rushing, accumulating 805 yards and eight touchdowns. McLaughlin, a consensus All-American, was a standout on the offensive line before suffering a season-ending injury. Meanwhile, Downs, also a consensus All-American, has made his mark on defense with 61 tackles, three passes defended, and an interception.

But the Buckeyes didn’t just rely on transfers; they also landed five-star recruit Jeremiah Smith, who has been phenomenal as a true freshman. Smith leads the team in receptions with 934 yards and 10 touchdowns, averaging an impressive 16.4 yards per catch. Ohio State’s 2024 recruiting class ranked fifth nationally, showcasing their prowess in attracting top talent.

Retaining talent and the impact of NIL

In addition to bringing in new talent, Ohio State successfully retained several players who were expected to declare for the NFL draft after last season. Receiver Emeka Egbuka, who is second on the team with 60 catches for 743 yards and nine touchdowns, chose to return, as did defensive stars like Tyleik Williams, EDGE rushers JT Tuimoloau and Jack Sawyer, and cornerback Denzel Burke. All of these players had the potential to be early draft picks but opted to stay in Columbus, bolstered by the financial opportunities presented by NIL.

NIL has changed the landscape of college football, allowing players to make money while continuing their education. This shift has made it easier for high-profile athletes to forgo the NFL draft for another year of college football. The number of talented players returning to Ohio State this season is a testament to the program’s strength and the financial backing it has received.

National title aspirations and playoff history

Despite the impressive roster and significant investments, Ohio State faced challenges earlier in the season, including a heartbreaking 13-10 loss to Michigan. This defeat raised questions about the team’s potential and head coach Ryan Day’s future. However, the expanded 12-team playoff format has kept Ohio State’s national title hopes alive.

Ryan Day has guided the Buckeyes to a 1-3 record in the playoffs, with a mix of successes and disappointments. Ohio State lost to Clemson in 2019, avenged that loss the following year, but fell to Alabama in the 2021 championship game and lost a close contest to Georgia in 2022. With a 1-1 playoff record in 2020 and 2022, Day knows that the pressure is on to deliver a national title.

Former Ohio State quarterback Cardale Jones put it succinctly: “I would argue it’s national championship or bust.” The expectations are sky-high, and anything less than a national title could have serious repercussions for Day’s tenure.

As Ohio State prepares for its playoff matchup against Tennessee, fans are left wondering: can the Buckeyes put their money where their mouth is and secure that elusive national championship? The stage is set, and the excitement is palpable. The time has come for Ohio State to show the world what they’re made of.

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