created by the NCAA’s settlement of three antitrust lawsuits, NCAA schools will be allowed to pay athletes directly starting in 2025. Per the settlement framework, the revenue-sharing for each school’s athlete pool will be capped at 22% of the average revenue brought in by Power 5 schools – a figure estimated to start at around $20-22 million per year with the potential to increase in future years.
While there are still many specifics to be determined before the new model goes into effect more than a year from now, we’re taking a first look at several ways – both positive and negative – in which the new model could impact Ohio State athletics.Because the revenue-sharing cap is based on the average of power-conference schools’ revenues rather than each school’s individual revenue, Ohio State will be giving a much smaller piece of its pie to its athletes than most schools.
Ohio State should be well-positioned to continue retaining its star players and landing star transfers like Caleb Downs and Quinshon Judkins, but it could be at a higher risk of losing more recruiting battles for players who would be second-tier additions for the Buckeyes but top-tier additions for programs that haven’t been perennial championship contenders.
Few schools, if any, can match the combination of being in a major city and having the massive, passionate fan base that Ohio State does. As such, there will continue to be plentiful opportunities for Ohio State athletes to sign endorsement deals with local and national businesses, which will remain a key component of OSU’s recruiting pitch to its athletes.
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