Alright, let’s go all‑in on exploring how and why the Ohio State Buckeyes command a reputation as perhaps the biggest brand in college football. Here’s your deep dive, all in one continuous flow:
Ever since their first season in 1890, the Buckeyes have built a legacy both rich and relentless. Competing in NCAA Division I FBS within the legendary Big Ten, they’ve called Ohio Stadium home since 1922—an arena that seats over 102,000 and symbolizes their grand scale (Wikipedia). On the field, their trophy case speaks volumes: nine claimed national championships spanning eras and dynasties, 41 conference titles, 10 division championships, and seven Heisman Trophy winners—more than almost any program (Wikipedia).
But what’s a brand without mass appeal? Ohio State’s fan base is said to number over 11 million, easily topping every other college football program (Eleven Warriors, Reddit). The crimson tide of fans extends far beyond Columbus and Ohio; it’s a national, even global presence, anchored by alumni loyalty, repeat championship contention, and widespread cultural visibility. As one fan put it: “I don’t understand why, but Ohio State is the biggest brand in college football.” (Reddit)
Brand strength translates directly into monetary heft. According to a valuation by Wall Street Journal–cited professor Ryan Brewer, the Buckeyes’ football program was previously worth nearly $1.5 billion, dwarfing Texas and Alabama (bucksinsider.com, nbc4i.com). More recently, as of 2025, Brewer pegged OSU’s valuation at approximately $1.96 billion—the most valuable in the sport, edging out Texas ($1.9B) and Michigan ($1.66B) (The Wall Street Journal). That track record is affirmed by The Athletic, placing Ohio State at $1.9B, calling the brand nearly “recession‑proof” and buoyed by playoff success and home game revenues (On3, SI). Another analysis estimated around $1.9B again, citing consistent annual revenue, massive facility investments, and the buzz of the recent playoff berth (Distinct Athlete).
Ohio State’s athletic identity extends past wins and dollars—into strategic innovation. In June 2025, the Buckeyes teamed up with Learfield to launch the Buckeye Sports Group, a forward‑thinking NIL initiative to help student‑athletes amplify their personal brand value, solidify authentic partnerships, and tap into cutting‑edge NIL technology (Ohio State, Ohio State News). This signals how Ohio State isn’t just steeped in tradition—it’s shaping the future of collegiate sports marketing.
One of the outcomes: Buckeyes students have NIL valuations that reflect serious marketability. Freshman wideout Jeremiah Smith boasts an estimated $4 million NIL valuation, thanks to partnerships with Red Bull, Nintendo, Epic Games, and more. Safety Caleb Downs is up around $2.3–2.4 million (College Sports Network, SI). These figures don’t just show individual success—they underscore the OSU brand’s magnetic appeal in the era of athlete-driven revenue.
Coach Ryan Day’s own profile reinforces the brand’s power. After leading the team to the inaugural 12‑team College Football Playoff national title, Day earned $500,000 in performance bonuses, with a potential $500,000 more for the title win—and rakes in about $10 million annually including major endorsements (The Sun). OSU’s athletic department is rated as the most valuable in college sports as well, hitting a valuation of $1.32 billion based on revenue, alumni count, fan base, booster donations, and attendance (The Sun, Eleven Warriors).
But it’s not just upsides. Some financial deep dives reveal that the athletic department ran a $38 million deficit in 2023‑24—spurred largely by fewer home games, severance payouts, and transitional costs—though this was projected as a temporary dip (Reddit). Realism checks are necessary amidst all the glory.
There are also complicating financial dynamics in postseason revenue. While OSU won the CFP championship, they receive only $2–2.5 million from the event—because Big Ten shares payouts across schools—contrasted with Notre Dame, which pockets around $20 million, thanks to its independent broadcast deal (Talksport). It’s a stark reminder that brand and bargaining power can shape revenue even amid shared success.
All these layers—championship pedigree, colossal fan base, titanic market valuations, NIL leadership, enduring infrastructure, strategic partnerships—combine to make Ohio State far more than just a storied team. It’s a cultural and financial juggernaut, arguably the top collegiate brand in football. As one valuation across 131 programs put it: “The Buckeyes would be worth $1.96 billion if the team could be sold on the open market.” (Reddit)
In other words: for all eyes to be on the Buckeyes is not just bold—it’s inevitable.
