Culture Over Cash: Ryan Day’s Recruiting Philosophy in a NIL World (Continued)

Ryan Day’s pointed comments at the 2024 Big Ten Media Days weren’t just a jab at the evolving NIL market — they were a full-throated defense of Ohio State’s identity.

“If we have to talk you into coming to Ohio State, if money is the first thing you’re looking for, this isn’t the right place for you.”

Those words serve as a sharp dividing line between programs that build around tradition and those increasingly leaning into high-stakes bidding wars for elite prospects. While some schools are willing to dangle multimillion-dollar NIL offers to teenage recruits, Day insists that Ohio State is not — and never will be — in that business.

“We’re not going to be held hostage,” he has said in multiple press briefings, reinforcing the idea that NIL deals should be earned through performance, not promised upfront.

At the heart of Day’s message is a culture-first approach. Ohio State, one of college football’s most tradition-rich programs, has always demanded more than just athletic ability from its athletes. Discipline, accountability, a desire to improve, and team-first mentalities are non-negotiables in Columbus.

“You want to be a Buckeye for the right reasons,” Day emphasized again during a closed-door recruiting session earlier this year. “Not just because someone offered you more money than another school.”

For Ohio State, this philosophy has proven effective. Even in the face of fierce NIL competition, the Buckeyes have built a 2025 class loaded with blue-chip talent. More importantly, it’s a group unified by a shared mindset — they came for greatness, not a paycheck.

To be clear, Ohio State is not ignoring NIL. In fact, the university has one of the most structured and respected NIL operations in the country, with partnerships, booster collectives, and platforms like The Foundation helping student-athletes monetize their brand responsibly.

But the message is that NIL success at Ohio State is a byproduct — not the foundation — of a player’s career.

Day and his staff have worked closely with collectives to build NIL packages that reward hard work, on-field production, and community impact. It’s a “prove-it” model, and for many top recruits, that’s not just acceptable — it’s preferred.

One current Ohio State player put it bluntly: “We don’t get paid to commit. We get paid to contribute.”

What separates Ryan Day’s comments from mere rhetoric is that he’s backed them with action.

Last December, Ohio State lost out on a five-star cornerback who reportedly received a massive NIL package from an SEC program. Though the decision stung, the staff stood firm. “If that’s what it takes, that’s not someone who fits here,” one assistant coach reportedly said.

Contrast that with the Buckeyes’ success with five-star quarterback Tavien St. Clair, who turned down higher NIL offers to stay committed to Ohio State, citing the program’s long-term development plan, winning pedigree, and quarterback legacy.

“When you look at how they develop players, how they prepare you for the NFL — that’s worth more than any upfront check,” St. Clair said in an interview.

The current landscape of college football recruiting is more like an open-market NFL free agency than the old model of relationship-building and campus visits.

Coaches now deal with agents, marketing firms, and lawyers representing high school juniors and seniors. Some programs boast war chests of NIL money upwards of $25–30 million annually. Ryan Day himself once acknowledged the number it might take to stay competitive: $13 million per year.

But that doesn’t mean he’s willing to change his principles.

“There are places where NIL is the lead — that’s not us,” Day said during an interview with The Columbus Dispatch. “We lead with development, with the strength of our program, with our fan base, with tradition. Then NIL is the cherry on top.”

Day’s message is a litmus test. Recruits who are swayed by NIL money won’t fit in the locker room. Those who value legacy, winning, and being part of something bigger than themselves? They’ll thrive.

“It weeds people out early,” said Director of Player Personnel Mark Pantoni. “We’re not chasing ghosts. If a kid’s going to flip for $100K more, let him. That’s not our guy.”

This approach appeals to families, too. Parents — especially those of NFL hopefuls — often prioritize development, coaching stability, and program prestige. Day knows this, and so do his assistants.

One mother of a current OSU commit told Eleven Warriors, “Coach Day looked me in the eye and said he wasn’t going to promise my son money, but he’d promise to prepare him for life. That meant everything to me.”

Ohio State has lost recruits in the NIL era. But it hasn’t lost its soul.

In a time when top prospects can shop themselves around like free agents, Day’s no-nonsense approach is rare. And it’s earned respect from unlikely corners.

Nebraska head coach Matt Rhule recently told talkSPORT, “There’s something admirable about how Ryan Day’s doing it. You can tell those kids want to win, not just get paid.”

Even Nick Saban — the godfather of modern recruiting — once echoed a similar sentiment before his retirement: “If a kid comes here for money, he’s in the wrong place. We want players who want to be coached.”

Day’s comments suggest he’s continuing in that tradition.

If anything, Day’s philosophy reflects the broader identity of Ohio State football: a program that blends excellence, accountability, and legacy.

From Archie Griffin to Ezekiel Elliott, from Troy Smith to C.J. Stroud, Buckeye greats didn’t come for quick cash — they came to build something bigger than themselves. That’s the message Day is selling.

And it resonates.

In 2024, Ohio State’s average home game attendance was once again among the highest in the nation. The program generated over $250 million in revenue. Buckeyes dominated NFL draft boards. And they returned to the College Football Playoff — all while maintaining NIL integrity.

In an era where the transfer portal and NIL chaos have turned college football into a marketplace, Ryan Day is offering a different path — one grounded in loyalty, tradition, and long-term value.

He’s not naive. He knows NIL is here to stay. But he’s made it crystal clear that at Ohio State, the price of admission isn’t your bank account — it’s your commitment to becoming elite.