Gus Johnson Calls for More NIL Support for Ohio State Hoops: “Show Some Love in the Pocketbooks”
Gus Johnson isn’t one to mince words, especially when it comes to his alma mater. During Saturday’s broadcast of Ohio State’s matchup against No.
15 Virginia in Nashville-a game the Buckeyes dropped-Johnson took a moment to shine a spotlight on what he sees as a growing disparity between the school’s football and basketball programs. And in his view, the difference comes down to dollars.
“The difference between UVA and Ohio State is that… UVA paid for [their players],” Johnson said on air. “Ohio State, they’ve given all their money to Ryan Day.”
That comment, delivered with Johnson’s trademark candor, wasn’t just a jab-it was a rallying cry. Sitting alongside fellow Buckeye and former All-American Jim Jackson, the two broadcasters dove into a conversation that’s becoming more and more relevant in the NIL era: how schools are distributing resources among their programs.
Jackson didn’t disagree. “And that’s the challenge you have with football schools-the distribution of cash,” he added.
“Now how many times do you go to the same donors is the question as well, but this is an evolving scenario for all these schools, especially a school like Ohio State. If you want to compete, you’ve got to pay nowadays.”
Johnson followed up with a tongue-in-cheek, yet pointed message: “I’m going to have to call President [Ted] Carter and ask him if he can just show some love in the pocketbooks for the Buckeyes’ basketball team.”
A Program in Need of a Spark
The timing of their comments couldn’t be more relevant. After the loss to Virginia, Ohio State sits at 16-9 on the season-solid, but unspectacular.
More importantly, they’re still without a signature win, and their NCAA tournament hopes are hanging in the balance. Right now, they’re smack in the middle of the bubble conversation, which is not where a program with Ohio State’s resources and expectations wants to be.
This could mark the fourth straight season the Buckeyes miss the Big Dance. That kind of streak tends to raise eyebrows, especially at a school that’s used to competing across all major sports. And with Jake Diebler in his second full season at the helm, the pressure is mounting-not just to win, but to prove that the program is worth investing in.
The Football vs. Basketball Reality
Let’s not sugarcoat it: Ohio State football is a financial juggernaut. A Wall Street Journal report pegged the 2025 roster spend at over $35 million, and all signs point to that figure holding steady-or even increasing-in 2026.
Head coach Ryan Day is pulling in more than $12 million per year, and when you factor in the salaries of high-profile assistants like Matt Patricia and Arthur Smith, the coaching payroll alone clears $20 million. Add it all up, and you’re looking at a $60 million operation just to field the football team.
But here’s the thing-Day has delivered. With an 82-12 record over seven seasons, five College Football Playoff appearances, and a national championship, he’s earned the right to ask for more. Winning justifies the investment.
That’s the challenge Diebler faces. He’s trying to build a contender, but he’s doing it without the same level of financial backing. And in today’s college basketball landscape, where NIL deals and transfer portal opportunities are shaping rosters as much as recruiting pitches, that gap matters.
A Crucial Stretch Ahead
For Diebler and his staff, the immediate focus is clear: get to the tournament. That’s the kind of result that can open doors-not just to March Madness, but to donor meetings and NIL conversations that can reshape the program’s future. If the Buckeyes can make a run, it becomes a lot easier to convince boosters and university leadership that basketball deserves a bigger slice of the pie.
Because the reality is, in 2026, you don’t just build a championship roster with tradition and player development. You need resources.
You need NIL support. You need to be able to keep up with the Virginias and the other top-tier programs that are already writing checks and stacking talent.
Gus Johnson said it best: it’s time for Ohio State to show some love in the pocketbooks. Whether that happens could determine whether the Buckeyes stay stuck in bubble territory-or break through to something bigger.