Inside Ohio State’s athletic department, a quiet shift is reshaping how Buckeye athletes build their brands. The Buckeye Sports Group, launched in the summer of 2025, has quickly become the university’s central hub for name, image and likeness deals, guiding student-athletes through contracts, content creation and partnerships in an increasingly competitive marketplace. Designed to bring structure to the NIL landscape, the in-house group now serves as Ohio State’s primary engine for connecting athletes with brands while supporting recruiting and retention efforts. Read more at thelantern.com thelantern.com/2026/02/ohio-state-brings-nil-in-house-with-buckeye-sports-group-to-support-recruiting-retention-and-brand-deals 📸: Sandra Fu | Managing Photo Editor ✍️: Donovan Locklyn | Lantern Reporter