COLUMBUS, Ohio (January 7, 2026) – The Ohio State University Department of Athletics is extending its 15-plus year relationship with Learfield, the leading media and technology company powering college athletics. The early partnership extension reflects Ohio State’s long-term commitment to operate at the forefront of college athletics—where innovation, revenue strategy, and student-athlete opportunities intersect. Ohio State Sports Properties stands among the nation’s top organizations in sponsorship revenue with prominent brand partners spanning the country. As the Buckeyes navigate a rapidly evolving college sports landscape, Learfield will continue to serve as Ohio State’s revenue generation partner, delivering solutions across integrated sponsorships, NIL services via Buckeye Sports Group, and next-level partnerships, including jersey patches and other premium assets.
“It’s a critical juncture in college athletics, and this is the ideal time to lock arms with Learfield, to continue to provide best in class opportunities and lead Ohio State Athletics for a long time into the future,” said Ross Bjork, Senior Vice President and Wolfe Foundation-Eugene Smith Endowed Athletics Director. “Learfield’s expertise brings a full range of capabilities that allow us to continue to maximize the largest sponsorship program in the country through even more commercial activity that impacts revenue and further capitalize through innovative sponsorships and NIL strategies, which help strengthen our entire athletics program. We are proud to continue our long-term affiliation and transformational partnership with Learfield and continue to maximize the Ohio State brand power here in Ohio and across the country.”
Ohio State Sports Properties, Learfield’s local team in Columbus, will collaborate closely with Ohio State Athletics to grow incremental revenue streams through centerpiece sponsorship assets. Ohio State was an early adopter in signing a field naming rights partner, naming Safelite Field and adding on-field logos at Ohio Stadium in 2022. Ohio State is embracing a similar innovative approach to future emerging assets, including engaging brands that are highly interested in pursuing a jersey patch partnership with Ohio State in anticipation of the NCAA rule change. As one of the most celebrated schools in college athletics, boasting 36 sports, a jersey patch opportunity with Ohio State would represent one of the most highly coveted sponsor partnerships in college sports.
At the center of this bold partnership is Buckeye Sports Group (BSG), Ohio State’s first-of-its-kind, full-service NIL initiative announced following the House v. NCAA settlement. Built to operate at enterprise scale, powered by Learfield Impact, BSG was launched alongside an expansion of NIL leadership and on-campus resources to further strengthen industry-leading support for student-athletes. Through this integrated model, Learfield Impact delivers dedicated NIL leadership, access to deal facilitation and compliance technology via Compass NIL, and creative content campaigns designed to help student-athletes build, monetize, and manage their personal brands. Ohio State is a leader in NIL activity with Buckeye student-athletes participating in over 650 NIL activations with 100-plus brand partners across multiple sports, collaborating with regional and national brand partners such as Beats by Dre, Chipotle, Rite Rug, Spectrum, Door Dash, and Anduril, the presenting sponsor of Defend the ’Shoe, an original content series produced by Learfield Studios. To build upon its momentum, BSG has also established an Advisory Board, comprising significant donors and strategic partners, to maintain cutting-edge NIL programs that serve the dynamic needs of Ohio State Athletics and its student-athletes.
“We’re at a crossroads in college athletics, where opportunities for student athletes are as important as maximizing commercial revenue,” said Cole Gahagan, President and Chief Executive Officer at Learfield. “In order to deliver on both priorities, athletics departments need at-scale reach, best practices, and technology built for this era of college sports – which only Learfield can deliver. No organization in sports and entertainment has more connectivity to global brands, and under the framework of this new partnership, Learfield and Ohio State are positioned better than ever to maximize each and every opportunity for both the university and the Buckeyes athletes.”
Learfield’s expansive network of over 12,000 brand partners opens the door to incremental revenue generation, meaningful NIL partnerships, and the integrated use of Ohio State’s intellectual property across sponsorship activations. Through the partnership, Learfield will also manage and monetize Buckeye Experiences, providing fans with exclusive opportunities featuring VIP venue access, behind-the-scenes activities, and immersive gameday experiences.
Combined with Learfield’s Fanbase platform, the most comprehensive fan data infrastructure in college athletics, Buckeye Sports Properties can unlock insights from more than 2.18 million Buckeye fan records and over 28.7 million Big 10 fans. Buckeye Sports Properties has also seen strong digital performance through Learfield’s programmatic digital sponsorship platform, with targeted marketing campaigns delivering over 40 million impressions, engaging fans at scale every day of the year.
As a long-term partner, Ohio State takes a connected, data-informed approach to partnership growth and fan engagement, leveraging Learfield’s industry-leading solutions, including its Sports Properties multimedia rights division, SIDEARM Sports fan engagement division, and Learfield Amplify’s ticket sales and seating services. Connectivity across Learfield’s enterprise offerings reinforces Ohio State’s data-centric strategy, enabling greater accessibility and insight through best-in-class websites, mobile apps, and streaming services.
About Learfield
Learfield is the media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 12,000 local and national brand partners, Learfield’s presence in college sports and live events delivers influence and maximizes reach to target audiences. With solutions for a 365-day, 24/7 fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative marketing initiatives, NIL solutions, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors’ Cup, supporting athletic departments across all divisions.