How Ohio State Fumbled NIL After Winning a National Championship

Ohio State Football’s Recruiting Struggles Reflect Deeper NIL Missteps

The Ohio State football program should be riding high after a national championship, but its recruiting momentum tells a different story. Typically, a title win gives programs a significant boost on the recruiting trail — yet that surge hasn’t materialized for the Buckeyes.

As it stands, Ohio State holds just the seventh-best recruiting class in the nation. To make matters worse, a key in-state prospect recently flipped his commitment to North Carolina. Even more concerning, the 2026 class is shaping up to be the weakest under Ryan Day since he took over as head coach.

A major factor behind this decline is the way athletic director Ross Bjork is managing Ohio State’s Name, Image, and Likeness (NIL) strategy. Despite ranking third nationally in NIL spending during the season, the Buckeyes are inexplicably limiting their own potential by turning away additional funds that could bolster recruiting.

Ross Bjork’s NIL Approach Is Hurting Ohio State

Rather than embracing outside NIL collectives — a strategy used effectively by many top programs — Ohio State has chosen to centralize all NIL operations through the university. This conservative approach stands in contrast to peer institutions, many of which are continuing to leverage external collectives amid the uncertainty surrounding the House settlement.

That legal settlement, which aims to reshape how athletes are compensated, is indeed creating temporary complications. But other schools aren’t letting that ambiguity stop them from staying competitive. Ohio State’s unwillingness to adapt in this interim period could have lasting consequences.

Once the settlement goes into effect on August 1st, there should be more clarity around NIL rules and enforcement. Until then, however, the gray areas present an opportunity — one that Ohio State is failing to exploit. If the Buckeyes want to maintain their championship-caliber roster and attract elite recruits, they must rethink their NIL strategy before it’s too late.