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What’s the most valuable college athletics program in the nation? Look no further than Columbus, Ohio. According to CNBC, The Ohio State University tops the charts, with its athletics program now valued at $1.32 billion. In 2023, the Buckeyes brought in a record-breaking $280 million in revenue. Driving much of this momentum is the rise of NIL—name, image, and likeness—deals that allow student-athletes to earn money through sponsorships and endorsements. It’s a game-changing shift that’s reshaping the landscape of college sports as we know it. Join us for an inside look at how this new era is playing out on and off the field.
Featuring Ross Bjork, Athletics Director, The Ohio State University, and with moderator Matt Barnes, Morning Co-Anchor, NBC4 Today.
Photographs by: Benhur Ayettey
