Ohio State’s $20 Million NIL Gamble: How Buckeyes Cashed in for a National Championship

When Ohio State hoisted the 2025 College Football Playoff (CFP) National Championship trophy, it wasn’t just the culmination of hard work on the field—it was the payoff of a high-stakes gamble in the NIL (Name, Image, and Likeness) era. The Buckeyes reportedly funneled a staggering $20 million into their NIL collectives, leveraging star power and strategic investments to assemble a championship-caliber roster. And it worked.

The Buckeye Stars Who Delivered

Key players like quarterback Will Howard and running back Quinshon Judkins spearheaded Ohio State’s title run. Howard, a transfer who thrived under Ohio State’s system, passed for over 4,000 yards and 40 touchdowns, showcasing why the NIL collective made him a priority. Meanwhile, Judkins’ bruising style in the backfield provided balance, racking up over 1,800 rushing yards and earning him All-American honors.

Wide receiver Emeka Egbuka, a dynamic playmaker, stepped up as the go-to target, delivering 1,400 receiving yards and crucial touchdowns throughout the season. Tight end Cade Stover added another dimension to the Buckeyes' offense, making big plays in critical moments. On the defensive side, edge rusher JT Tuimoloau anchored a unit that dominated in the trenches, delivering crucial stops throughout the season.

NIL: The Game-Changer

Ohio State’s NIL collectives didn’t just write checks—they wrote a new playbook. By aggressively targeting top talent through competitive NIL deals, the Buckeyes redefined what it takes to win in modern college football. The $20 million spent wasn’t just a cost; it was an investment in excellence.

Adding to their allure, Ohio State’s football team boasts an overall Out2Win score of 83, making them the most marketable team in college football. This score reflects their dominance on the field and their appeal off it, showcasing their ability to attract fans, sponsors, and media attention. The high marketability enhances the value of the program and creates a feedback loop: the more marketable the team, the more NIL dollars the collectives can generate. This sets the stage for another potential run at a national title defense next season, as increased NIL funding will allow Ohio State to retain elite talent and attract new stars.

This approach allowed Ohio State to:

• Retain Elite Talent: Players like Egbuka and Tuimoloau might have considered jumping to the NFL early or transferring if not for lucrative NIL opportunities.

• Attract Key Transfers: Howard and Judkins were high-profile acquisitions who transformed Ohio State’s roster overnight.

• Build Depth: Beyond the stars, NIL funding ensured a deep roster of four- and five-star recruits, creating a competitive edge.

A Blueprint for Others?

The Buckeyes’ success will undoubtedly spark debates across college football. Critics argue that this level of NIL spending widens the gap between programs with deep-pocketed collectives and those without. Supporters, however, see it as the natural evolution of a sport where players can finally capitalize on their market value.

For Ohio State, the gamble paid off in the most tangible way possible: a championship. As other programs scramble to catch up, one thing is clear—the NIL arms race has just begun.

Looking Ahead 

Ohio State’s $20 million NIL gamble wasn’t just a story of bold spending; it was a masterclass in leveraging resources to achieve greatness. With stars like Will Howard, Quinshon Judkins, and Emeka Egbuka leading the charge, the Buckeyes didn’t just win—they redefined what it means to compete in the NIL era. Coupled with their Out2Win score of 83, the most marketable team in college football is poised to bring in even more collective dollars. The Buckeyes have set a standard for the NIL era, and the road ahead promises more excitement as they aim to defend their title and remain a dominant force in college football.