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Ohio State brings NIL in-house with Buckeye Sports Group to support recruiting, retention and brand deals

Summary by The Lantern
Fans line up outside Ohio Stadium before Ohio State’s game against Ohio University on Sept. 13. Credit: Sandra Fu | Managing Photo Editor 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…
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The Lantern broke the news in on Wednesday, February 18, 2026.
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