Ross Bjork’s arrival as the Athletic Director at Ohio State has brought with it a swift and decisive vision for the future of collegiate athletics, particularly concerning revenue sharing and the fan experience.1 His recent pronouncements have sent clear signals to the Big Ten Conference and its media partners: Ohio State is ready to lead the charge into a new era of direct athlete compensation, and Buckeye fans can anticipate a significant shift towards more coveted after-dark kickoffs at Ohio Stadium.2 This dual focus on financial innovation and enhanced gameday atmosphere underscores Bjork’s understanding of the evolving landscape of college sports and Ohio State’s pivotal role within it.
At the heart of Bjork’s “new look” for Ohio State is a groundbreaking revenue-sharing blueprint, directly responding to the landmark House settlement by Judge Claudia Wilken. This settlement has institutionalized NIL rights, permitting universities to directly compensate student-athletes through revenue sharing.4 Ohio State, under Bjork’s guidance, has wasted no time in establishing a robust framework for this new reality. The university will fully fund a revenue-sharing program totaling $20.5 million for the 2025-26 academic year, a figure set to increase by at least 4% annually.5 This substantial commitment immediately positions Ohio State at the forefront of athlete compensation within the NCAA.
To manage and streamline these efforts, Ohio State has established the Buckeye Sports Group. This new entity consolidates NIL resources that were previously spread across various collectives and third-party affiliations. Functioning much like an in-house marketing agency, the Buckeye Sports Group will facilitate agreements between student-athletes and businesses, ensuring compliance and maximizing opportunities for the athletes.6 This centralized approach is crucial for transparency and efficiency, providing a clear path for athletes to benefit from their name, image, and likeness.7
Bjork has been transparent about how this $20.5 million will be allocated, clarifying that after $2.5 million is set aside for 91 new scholarships across various sports (which count against the cap), the remaining $18 million will be distributed across four key revenue-generating sports: football, men’s basketball, women’s basketball, and women’s volleyball. This strategic allocation acknowledges the economic realities of college sports while maintaining a commitment to Title IX compliance.8 Bjork emphasized that while numbers create narratives, the allocation within these sports will be guided by performance-based metrics, with coaches having the final say on how funds are distributed within their programs.9 This direct payment model, moving away from relying solely on external collectives, represents the most significant direct allocation of revenue to student-athletes in collegiate history.
The implications of this revenue-sharing blueprint are profound for college sports as a whole. It signals a definitive shift from the traditional amateur model towards a more professionalized system where athletes are direct beneficiaries of the massive revenues they help generate. For Ohio State, this commitment offers a powerful competitive advantage in recruiting. Top-tier prospects, who are now keenly aware of NIL opportunities, will see Ohio State’s robust and transparent revenue-sharing plan as a major draw. It demonstrates the university’s genuine commitment to supporting its athletes financially, not just academically and athletically. This comprehensive approach, combining significant financial backing with world-class facilities and coaching, makes Ohio State an even more formidable destination for elite talent.
Beyond the financial blueprint, Ross Bjork is also championing a significant change to the Ohio State football gameday experience: more after-dark kickoffs.10 This has been a growing point of frustration for Buckeye fans, who have seen many marquee matchups relegated to the noon ET slot by television partners.11 Bjork is openly challenging the current Big Ten media rights agreement, which extends through the 2029-30 season, arguing for more “flexibility” in future contracts.12
His argument is clear: Ohio State consistently delivers massive viewership numbers for Fox’s “Big Noon Kickoff” window, effectively “carrying the day” for that time slot. While he understands Fox’s business rationale for maximizing ratings, Bjork firmly believes that Ohio State’s program and its passionate fanbase “deserve some marquee night games.”13 He points to the electric atmosphere of a primetime kickoff at Ohio Stadium – the extended tailgates, the dramatic light shows, the palpable energy of over 100,000 screaming fans under the lights – as an unparalleled recruiting tool and a truly unforgettable experience for attendees. These moments, like the iconic Whiteout at Penn State or the packed venues of SEC night games, are what define the pinnacle of college football ambiance.
Bjork acknowledges the rigidity of the current media contracts, stating that immediate change is unlikely before 2029-30.14 However, his public stance is a strategic play, setting the table for the next round of negotiations. He wants the future agreement to include provisions that allow for more collaborative scheduling, potentially giving top-tier programs like Ohio State greater input on kickoff times for their biggest home games. This could involve networks swapping time slots or granting programs more veto power over repetitive noon kickoffs.
The push for more night games is part of a broader strategy to modernize and enhance the overall gameday experience at Ohio Stadium. Bjork has mentioned plans for new video boards, upgraded LED ribbon boards, and improved sound systems, all designed to amplify the atmosphere.15 These infrastructural improvements, combined with the energy of primetime matchups, aim to solidify Ohio Stadium as one of the most intimidating and thrilling venues in college sports.
For Buckeye fans, Bjork’s advocacy is a welcome relief. The frustration over consistently being scheduled for noon games, especially for highly anticipated matchups against rivals or top non-conference opponents (like the recent Texas game), has been vocal.16 Bjork’s alignment with the fanbase’s desire signals a responsive and proactive athletic department.17 While they may have to endure a few more seasons of early kickoffs for key games, the prospect of more “after dark” experiences in the long term provides a clear horizon of excitement.
In essence, Ross Bjork’s “new look” at Ohio State is characterized by a dual commitment: financial leadership in the NIL era and an enhanced gameday experience. By implementing a robust revenue-sharing blueprint, Ohio State is setting a standard for athlete compensation and solidifying its recruiting prowess. Concurrently, Bjork’s determined push for more night games reflects a strategic effort to leverage Ohio State’s immense brand power and passionate fanbase to shape future media agreements, ensuring that the spectacle of Buckeye football continues to evolve and thrive under the bright lights of Columbus.
