Updated Saturday, September 5, 2026. Figures are reported estimates; Ohio State does not publish its payroll. Refreshes after each portal window.
Ohio State is the clearest measure of how fast the market has moved. The Buckeyes won the 2024 national title on a roster reported at about $20 million. The 2025 roster was reported above $30 million even as the athletic director suggested a lower number. The 2026 roster, for the preseason No. 1 team, is reported at $43.5 million, third nationally.
| Player | Pos | On3 valuation | Notes |
|---|---|---|---|
| Jeremiah Smith | WR | $5M | No. 5 in all college sports; told On3 he turned down a portal offer above $10M; Adidas and Red Bull endorsements, 1 million plus followers |
| Julian Sayin | QB | $2.5M | Returning Heisman finalist |
| David Jacobs | EDGE (2027 recruit) | $1.7M | A high school commit already in the NIL 100 |
On3 NIL 100 as of September 4, 2026, deal based model.
How Ohio State Spends
The Buckeyes’ roster cost is spread wider than Miami’s or Texas’. Only two current players crack the NIL 100, which means the bulk of the $43.5 million sits in a deep middle class of starters and rotation players rather than a handful of stars. That is the profile of a program paying to keep a championship roster together rather than buying it in the portal.
Smith is the exception and the headline. Ohio State paid to keep him after he was offered more than $10 million to leave, and his 87 catch, 1,243 yard, 12 touchdown season is the reason. He also carries the sport’s biggest endorsement portfolio outside of Arch Manning, which does not count toward the $5 million valuation.
The Bottom Line
Ohio State’s reported $43.5 million roster is third in the country and more than double what its 2024 title team cost. The full ranking is on most expensive rosters, the player list on highest NIL valuations. Related: Ohio State depth chart.