Coming off a national championship, the Buckeyes should have known what to do with their NIL. Instead, they screwed things up.
scarletandgame.com
Will Ross Bjork's Big Bet on In-House NIL Control work for Ohio State?
Ross Bjork wants to be out in front, but with collectives pursuing litigation, his decisions will be tested.
The House v. NCAA settlement, finalized on June 6, 2025, was supposed to bring clarity to the chaotic world of name, image, and likeness (NIL) in college sports, but just weeks later, it’s sparking a new wave of conflict.
House plaintiff attorneys Jeffrey Kessler and Steve Berman have accused the NCAA and power conferences of violating the settlement’s terms, specifically targeting the College Sports Commission’s (CSC) guidance on booster-funded NIL collectives. In a fiery two-page letter sent on July 11, 2025, the attorneys demanded that the NCAA retract the CSC’s memorandum, arguing it undermines the settlement by unfairly restricting collectives, according to Yahoo Sports.
Meanwhile, NIL collectives are gearing up for legal action, according to On3’s Pete Nakos, “Lawsuits are about to come.” This escalating battle raises questions about whether Ohio State Athletic Director Ross Bjork was right to bring NIL operations in-house and if his decisions will position the Buckeyes for success in this new era.
The CSC, tasked with enforcing the House settlement, issued guidance on July 10, 2025, stating that booster-backed NIL collectives must meet a “valid business purpose” to have their deals approved by the Deloitte-run NIL Go clearinghouse. This means collectives can’t just pay athletes to attend a school—deals must involve promoting goods or services for profit, like a pro athlete endorsing a product.
Attorneys are planning to escalate the issue to Judge Nathanael Cousins, the settlement’s appointed magistrate, if the guidance isn’t retracted. Collectives, feeling squeezed out, are already consulting lawyers. But the CSC put out a statement about how they believe the guidance was in line with the settlement terms.
“The guidance issued by the College Sports Commission yesterday is entirely consistent with the House settlement and the rules that have been agreed upon with class counsel,” a CSC spokesperson told Dellenger.
The root of the problem lies in the settlement’s goal to shift athlete payments from collectives to schools, which can now share up to $20.5 million annually with athletes. Ohio State’s Ross Bjork, speaking at a press conference on June 6, 2025, embraced this shift, announcing that Ohio State would allocate $18 million for NIL payments across football, men’s and women’s basketball, and women’s volleyball, with $2.5 million for additional scholarships across its 36 varsity sports.
The House v. NCAA settlement, finalized on June 6, 2025, was supposed to bring clarity to the chaotic world of name, image, and likeness (NIL) in college sports, but just weeks later, it’s sparking a new wave of conflict.
House plaintiff attorneys Jeffrey Kessler and Steve Berman have accused the NCAA and power conferences of violating the settlement’s terms, specifically targeting the College Sports Commission’s (CSC) guidance on booster-funded NIL collectives. In a fiery two-page letter sent on July 11, 2025, the attorneys demanded that the NCAA retract the CSC’s memorandum, arguing it undermines the settlement by unfairly restricting collectives, according to Yahoo Sports.
Meanwhile, NIL collectives are gearing up for legal action, according to On3’s Pete Nakos, “Lawsuits are about to come.” This escalating battle raises questions about whether Ohio State Athletic Director Ross Bjork was right to bring NIL operations in-house and if his decisions will position the Buckeyes for success in this new era.
The CSC, tasked with enforcing the House settlement, issued guidance on July 10, 2025, stating that booster-backed NIL collectives must meet a “valid business purpose” to have their deals approved by the Deloitte-run NIL Go clearinghouse. This means collectives can’t just pay athletes to attend a school—deals must involve promoting goods or services for profit, like a pro athlete endorsing a product.
Attorneys are planning to escalate the issue to Judge Nathanael Cousins, the settlement’s appointed magistrate, if the guidance isn’t retracted. Collectives, feeling squeezed out, are already consulting lawyers. But the CSC put out a statement about how they believe the guidance was in line with the settlement terms.
“The guidance issued by the College Sports Commission yesterday is entirely consistent with the House settlement and the rules that have been agreed upon with class counsel,” a CSC spokesperson told Dellenger.
The root of the problem lies in the settlement’s goal to shift athlete payments from collectives to schools, which can now share up to $20.5 million annually with athletes. Ohio State’s Ross Bjork, speaking at a press conference on June 6, 2025, embraced this shift, announcing that Ohio State would allocate $18 million for NIL payments across football, men’s and women’s basketball, and women’s volleyball, with $2.5 million for additional scholarships across its 36 varsity sports.
Bjork emphasized the settlement’s clarity, calling it “transformational progress” after years of murky NIL rules. He also expressed confidence in the CSC’s authority, noting that the settlement’s rules, including the “valid business purpose” requirement, were court-approved and backed by arbitration, making legal challenges difficult.
Bjork’s decision to integrate Ohio State’s NIL operations seems prescient given these developments. By bringing NIL Collectives in-house, Ohio State avoids reliance on collectives, which are now under fire. Bjork’s use of analytics to determine position values, guided by experts like defensive coordinator Matt Patricia, mirrors NFL salary cap strategies, ensuring competitive fairness within the $20.5 million cap.
.
.
.
continued
Coming off a national championship, the Buckeyes should have known what to do with their NIL. Instead, they screwed things up.
scarletandgame.com
How the Ohio State football team screwed up NIL after a national championship
Coming off a national championship, the Buckeyes should have known what to do with their NIL. Instead, they screwed things up.
The Ohio State football program should be feeling great about its recruiting class in the offseason, coming off a national championship. Whenever a team wins a national championship, there is usually a recruiting bump that comes from that. That has not happened for the Ohio State Buckeyes.
Right now, the Buckeyes have just the seventh-best recruiting class in the country. They just had an in-state recruit flip his recruitment to North Carolina. The 2026 recruiting class is actually shaping up to be the worst recruiting class that Ryan Day has had since he took over as head coach.
A big reason for that has been how poorly Ross Bjork has decided to run the NIL that they have access to. Despite the fact that the Buckeyes are spending the third-most of any program in the season, they are willingly turning away more money that can help them get recruits.
Ross Bjork isn't doing the right thing with NIL for the Ohio State football program
Ohio State has decided not to allow outside collectives to give them NIL money, instead funneling all of their NIL through the university. Other schools are not following suit, as they believe that there will be legal challenges coming for the House settlement that was agreed to.
That settlement is the main reason why so many NIL deals are being denied with current recruits, but that won't last. The Buckeyes should allow collectives to still help collect money so that they can afford their current roster in addition to top incoming recruits.
Once August 1st hits, the Buckeyes will have a little more clarity on what is going on in the world of NIL. That's when the settlement is supposed to officially come into effect. Until then, there is a lot of gray area that Bjork and Ohio State aren't taking advantage of.