The new Name, Image, and Likeness (NIL) legislation is changing what we have always called college football. Players have already started making more money on platforms like Cameo, Deals promoting local brands, and more. NIL even urged Quinn Ewers to reclassify and drop out of high school early to enroll in Ohio State just weeks before the first game of 2021.
Some feel that this change is long overdue and others see it as a destruction of the game they love. But no matter how you feel personally, NIL is here to stay. And yesterday, Ohio State announced another step to make Columbus a prime destination for athletes to spend their game days.
The OSU Office of Trademark and Licensing Services and the Department of Athletics have reached an agreement with The Brandr Group (TBG). Student athletes can now volunteer for a group license agreement with TBG and use their NIL alongside and in conjunction with Ohio State’s licensed trademarks and logos.
What does that mean? Basically, fans can now buy Ohio State jerseys with their favorite player instead of having to buy Chinese copycats (not that anyone would). Additionally, players who enter into the agreement will receive a portion of the sales due to the new NIL laws.
Ohio State becomes the first school to partner with players and give them a way to make money from Jersey sales https://t.co/W8hs4u65gm pic.twitter.com/V7bqbAmnrO
– Barstool Sports (@barstooltweetss) August 3, 2021
In recent years the jersey numbers have been limited to the number 1 and the last two digits of the current year without a name. Now fans can buy a Chris Olave # 2 jersey, a Jack Sawyer # 33 jersey, or whoever their favorite player thinks those players will go for the licensing agreement.
Carey Hoyt, Senior Associate Athletic Director, said this about the opportunity for OSU athletes.
“This is a unique opportunity for our student athletes,” said Carey Hoyt, Senior Associate Athletic Director. “We’re passionate about educating student-athletes and providing opportunities to use their name, image, and likeness ZERO.”
The terms of the agreement didn’t reveal how much each athlete will make per jersey sale, but it is well positioned to expand in the future. There is an option to include merchandise such as video games, clothing, trading cards, bobble heads and so on. The possibilities are almost endless.
Not only will this deal allow the current Buckeyes to benefit, but an alumni group rights program will also enable marketing opportunities for former student-athletes. Ohio State is considering and expects to combine Legends of the Scarlet & Gray, its athlete alumni licensing program, with the TBG program in the near future.
This deal is similar to the one Michigan recently announced. It looks like the deal with Ohio State is a little sweeter, however, as UM has made an exclusive deal with Wolverine’s official retailer, The M Den, which will give student athletes more than $ 10 per jersey sale.
The difference in favor of the OSU athletes is that Ohio State makes it easy to sell jerseys at all of its official retailers as long as the athlete has joined the group licensing program. Michigan jersey sales that pay student-athletes will only be available for custom jerseys from a single retailer. It seems the Bucks are winning the NIL race too.
Things are changing fast, and it’s probably a long way from the end. In the meantime, look for your favorite Ohio State jersey that will be on a store shelf near you shortly.
Contact / Follow us @BuckeyesWire on Twitter and like our page on Facebook for ongoing coverage of news, notes and opinions from the state of Ohio.