Ross Bjork Wants Ryan Day and the Buckeyes to “Let Loose” in 2025, as The Athletic Values Ohio State Football Program at \$1.9 Billion
In the high-stakes world of college football, where tradition meets business, the Ohio State Buckeyes have long stood as a powerhouse, blending on-field dominance with financial prowess. Recently, new perspectives from Ross Bjork, the Buckeyes’ Athletic Director, have emerged, signaling a shift in how the program views its future trajectory. At the same time, The Athletic released a landmark valuation of the Ohio State football program, pegging it at a staggering \$1.9 billion, a figure that speaks volumes about the business empire the Buckeyes have become. This convergence of visionary leadership and financial muscle positions Ohio State football at an intriguing crossroads as it prepares to enter the 2025 season.
Ross Bjork, who took over as Ohio State’s athletic director in 2021 after a successful tenure at LSU, is no stranger to managing football programs with both a championship pedigree and massive revenue streams. His message to head coach Ryan Day and the team has been clear: it’s time to “let loose.” This phrase, though simple, encapsulates a much deeper philosophy — a call for innovation, greater creativity, and a willingness to embrace risk in the pursuit of sustained excellence. Bjork sees 2025 as a pivotal moment for Ohio State football, a year when the program must push beyond its traditional boundaries and assert itself not just as a perennial contender but as a trailblazer in college football’s ever-evolving landscape.
For years, Ohio State has been synonymous with success. Under the previous regime and continuing through Ryan Day’s era, the Buckeyes have consistently been national championship contenders, producing NFL talent at a staggering rate and setting records both on and off the field. Their recruiting pipelines stretch across the country, with blue-chip prospects flocking to Columbus to wear the scarlet and gray. But Bjork’s vision is not simply about maintaining status quo dominance. Instead, he advocates for a cultural shift — one where the Buckeyes embrace a more aggressive style of play, leverage cutting-edge analytics, and enhance their player development strategies to create a program that is both feared and revered in equal measure.
This drive to “let loose” also aligns with the changing dynamics of college football itself. With the transfer portal, NIL (Name, Image, and Likeness) deals, and the expansion of the College Football Playoff (CFP) on the horizon, programs are adapting to a new era where flexibility and innovation are paramount. Bjork’s Ohio State is keenly aware that the old formula of grinding out wins through physical dominance is no longer sufficient on its own. Instead, the Buckeyes must become a team that can surprise opponents, push the pace, and seize momentum in ways that disrupt the conventional flow of the game.
The financial muscle backing these ambitions cannot be understated. The Athletic’s recent valuation of the Ohio State football program at \$1.9 billion is a testament to the program’s immense market value and brand power. This figure dwarfs most other college football programs and underscores Ohio State’s position as a premier institution, not only athletically but as a business. The valuation encompasses revenue streams from media rights, ticket sales, merchandising, sponsorships, and more — all of which fuel the program’s capacity to invest in top-tier facilities, coaching staff, and player welfare.
What makes this valuation particularly significant is that it reflects Ohio State’s status as an economic powerhouse within the college football landscape, and it sets a benchmark for the program’s expectations moving forward. With nearly two billion dollars in value, the Buckeyes have both the resources and the responsibility to compete at the highest level. For Bjork, this means strategically investing in areas that maximize return on investment, from recruiting and player development to fan engagement and global brand expansion.
It also means that the pressure on Ryan Day and his coaching staff is intense. Day has already delivered on much of the promise by consistently leading Ohio State to Big Ten titles and CFP appearances. Yet, Bjork’s exhortation to “let loose” implies a next-level challenge — to innovate and push beyond the familiar confines of even the most successful seasons. This could manifest in a variety of ways, whether through a more explosive offensive scheme, adaptive defensive tactics, or a willingness to make bold personnel decisions that could redefine Ohio State football’s identity.
Bjork’s approach reflects a broader trend in college athletics where athletic directors are not just overseers of budgets and schedules but visionary leaders shaping the strategic direction of their programs. His background at LSU, where he helped oversee a national championship program with a focus on branding and revenue growth, equips him well for the complexities of managing Ohio State’s gargantuan football enterprise. His call for the Buckeyes to “let loose” is also a cultural message to players, staff, and fans alike — signaling that while tradition matters, innovation and boldness are the keys to future success.
Moreover, the \$1.9 billion valuation reinforces the notion that Ohio State football is a central pillar of the university’s broader ecosystem. The program’s success drives significant ancillary benefits, including alumni engagement, fundraising, student recruitment, and local economic impact. Columbus itself thrives on the energy and excitement generated by Buckeyes football, with game days transforming the city into a vibrant hub of commerce and community spirit. This symbiotic relationship between the program and its city is part of what makes Ohio State unique, and Bjork’s vision capitalizes on this dynamic by fostering a culture that is ambitious on the field and responsible off it.
Looking ahead to 2025, all eyes will be on Ryan Day and his squad as they aim to embody Bjork’s call to “let loose.” The players recruited in recent years are maturing into experienced leaders, and the program’s facilities continue to be among the best in the nation, thanks to significant investments in training centers, medical care, and technology. The coaching staff has the tools to innovate and experiment in ways that previous generations could only dream of. This combination of talent, resources, and leadership positions Ohio State to potentially redefine what it means to be a top-tier college football program in the coming years.
The challenge, however, lies in balancing the need for creativity with the expectations that come from a storied program. Ohio State fans, boosters, and alumni expect nothing less than championships and dominant performances. While Bjork encourages letting loose, the team cannot afford to stray too far from its core identity — a disciplined, hard-working culture that has been the bedrock of its success. The key will be finding the right balance between calculated risks and steady execution, something that will require keen strategic insight and strong leadership from both the athletic department and the coaching staff.
In essence, the coming years for Ohio State football are poised to be among the most fascinating in the program’s history. With Ross Bjork at the helm as Athletic Director, bringing a fresh vision and ambitious goals, and Ryan Day leading the team on the field with a proven track record of success, the Buckeyes are positioned to capitalize on their immense potential. The call to “let loose” represents more than just a slogan — it’s a blueprint for embracing change, maximizing resources, and striving for greatness in a competitive, high-pressure environment.
Meanwhile, The Athletic’s valuation of \$1.9 billion places Ohio State football among the elite franchises in all of sports, underscoring the program’s economic influence and the scale of its operations. This valuation is a clear indicator that Ohio State is not just a college football team; it is a multi-faceted brand with global reach and enormous potential for growth.
As the 2025 season approaches, fans and analysts alike will be watching to see how the Buckeyes embody this vision. Will Ryan Day and his team indeed “let loose,” unleashing a new era of dynamic football that captures the imagination of the college football world? Can the program leverage its financial strength and leadership to sustain success and innovate in ways that other programs cannot match? The answers to these questions will define not only Ohio State football’s immediate future but also its legacy in the decades to come.
In conclusion, the combination of Ross Bjork’s strategic vision and The Athletic’s landmark valuation paints a compelling picture of Ohio State football’s current position and future aspirations. The program stands at a crossroads where tradition meets transformation, where the weight of history intersects with the promise of innovation. With nearly \$2 billion in valuation and leadership that encourages boldness and creativity, the Buckeyes are poised to redefine their place in college football, not just as a winning team but as a visionary institution shaping the sport’s future. The stage is set for 2025 to be a defining year — one where Ohio State football will either reaffirm its dominance or embark on an exciting new chapter of letting loose.
