Starting today, Ohio State will officially begin distributing \$18 million in revenue to athletes from its football, men’s and women’s basketball, and women’s volleyball programs.
Ohio State University has reached a historic milestone in the evolution of college athletics by officially launching a groundbreaking initiative that will see \$18 million in revenue shared directly with its student-athletes. Starting today, players from the football team, men’s and women’s basketball programs, and the women’s volleyball team will begin receiving their share of the university’s athletic revenue—marking one of the most significant developments in the ongoing transformation of the NCAA landscape.
This move is not just a number on a balance sheet; it signals a shift in the fundamental relationship between college athletes and the institutions they represent. For decades, student-athletes were the face of billion-dollar programs, drawing national television audiences, selling out stadiums, and driving merchandise and apparel sales—all while receiving no direct share of the revenue they helped generate. While scholarships and cost-of-attendance stipends helped cover education and living expenses, critics argued that the athletes were contributing far more to the system than they were receiving in return.
Ohio State’s decision to begin sharing \$18 million in revenue changes that equation. The initiative brings financial recognition to the student-athletes whose talents and dedication fuel the success of these highly visible programs. It also sends a message to other Power Five institutions: the landscape is changing, and those who wish to compete at the highest level must be ready to evolve with it.
The structure of the revenue-sharing model is carefully crafted. Rather than paying every athlete in every sport, Ohio State is focusing initially on the teams that generate the most attention and bring in the lion’s share of revenue: football, men’s and women’s basketball, and women’s volleyball. These sports not only have national visibility but also draw major crowds to games and carry substantial media rights value. It is no coincidence that these teams are also some of the most demanding in terms of schedule, exposure, and pressure. By targeting these programs first, Ohio State is establishing a framework that could eventually be expanded to include other sports in the future.
Details surrounding how the funds will be allocated to individual players have not been fully disclosed, but sources close to the program suggest the distribution will consider factors such as experience, playing time, and team impact. Star quarterbacks and leading scorers may command larger shares, but the structure is designed to provide meaningful financial support to all rostered athletes within the selected programs. This ensures that even those who aren’t in the national spotlight still benefit from the institution’s success.
The revenue-sharing plan is a direct response to the changing legal and cultural climate surrounding college athletics. The name, image, and likeness (NIL) era, which began in July 2021, shattered the NCAA’s long-standing amateurism model by allowing athletes to profit from endorsements, personal branding, and business ventures. While NIL deals vary dramatically in size and scope, they opened the door for athletes to take ownership of their value. Ohio State’s latest move builds upon this momentum, effectively acknowledging that athletes deserve a direct stake in the revenues generated from their performance and visibility.
For many players, the impact of this financial support will be life-changing. College athletes commit immense amounts of time to their sport, often balancing rigorous academic schedules with grueling practice sessions, film study, travel, and media responsibilities. The addition of revenue sharing brings a degree of financial stability that allows athletes to focus more fully on their development—both on and off the field. Some may choose to use the funds to support their families, invest in their futures, or build businesses. Others may use the financial breathing room to simply enjoy the college experience without the stress of finding extra sources of income.
But the implications go beyond just the players. This initiative is also a recruiting tool, setting Ohio State apart in an ultra-competitive landscape. In an era where top high school prospects consider more than just tradition and coaching staffs, financial incentives have become a serious factor in the decision-making process. Ohio State’s \$18 million commitment makes it one of the most athlete-friendly programs in the country—an attribute that won’t go unnoticed by recruits, their families, and advisors.
It also positions Ohio State as a leader in a movement that’s rapidly gaining momentum. Several schools, conferences, and legal analysts have suggested that a revenue-sharing model is the inevitable next step in college sports. Some have floated figures, tested pilot programs, or explored partnerships with player associations. But few have taken the bold, tangible step that Ohio State has just taken. Their willingness to act decisively sets a precedent that others will likely follow.
Not surprisingly, the move has drawn attention across the NCAA landscape. Administrators, coaches, and athletes at other top-tier programs are watching closely. The response so far has been mixed, with some applauding the initiative as a long-overdue correction, while others raise concerns about sustainability, equity among sports, and the potential erosion of the traditional college model.
Financially, the commitment is significant but well within Ohio State’s capabilities. With one of the most profitable athletic departments in the country, buoyed by consistent success in football and basketball, the university is leveraging its resources to invest directly in its student-athletes. The \$18 million represents only a portion of the department’s overall revenue, suggesting that expansion to other sports—or even larger annual commitments—could be possible in the future.
Critics of revenue sharing often point to concerns about how such models might impact Title IX compliance, non-revenue sports, and the educational mission of college athletics. However, Ohio State’s inclusion of women’s basketball and volleyball demonstrates a commitment to equity, and university officials have emphasized that the academic and personal development of athletes remains a top priority. In fact, some argue that the financial security provided by revenue sharing enhances student-athletes’ ability to focus on their studies and career preparation.
While Ohio State’s announcement marks a major step forward, it also raises important questions for the broader college sports ecosystem. Will other universities be able—or willing—to match this kind of financial commitment? Will the NCAA step in with regulations or guidelines to ensure consistency and fairness? And what role will television contracts, booster collectives, and conference alignments play in the future of revenue sharing?
These are complex questions with no easy answers, but one thing is clear: the landscape of college sports will never be the same. The days of athletes performing for free in front of sold-out stadiums while schools rake in millions are coming to an end. A new era is beginning—one where athletes are no longer just students, but stakeholders in the system they help power.
Ohio State’s move is likely to be the catalyst for broader change. The university is not just responding to pressure—it is shaping the direction of college sports for years to come. Athletes will now step onto the field, court, or gym floor knowing that their efforts are being recognized in a meaningful way. This changes how programs are built, how talent is retained, and how schools must think about their responsibilities to the young men and women who represent them.
Beyond just the dollars, there is symbolism in today’s decision. It acknowledges that the athletes are not just part of the show—they are the show. Their talent, sweat, and dedication are what fill the stands, draw the cameras, and keep the fan base engaged. For too long, the system asked them to give without receiving. Now, Ohio State is helping to rebalance that scale.
As this new chapter unfolds, the ripple effects will touch every corner of college athletics. From locker rooms to boardrooms, from athletic directors to walk-ons, the conversation has changed. No longer are we talking about if athletes should be paid. The conversation has moved to how, how much, and who’s next.
Ohio State’s bold step today will be remembered not just as a financial decision, but as a moral and cultural one. It will shape the way programs recruit, operate, and care for their athletes. It will also challenge others to ask themselves a fundamental question: if your athletes are generating millions for your school, don’t they deserve a share? Ohio State has answered with a resounding yes, and in doing so, may have permanently altered the future of college sports.
