Arthur Smith is heading to Columbus, and while his X’s and O’s may not have lit up NFL scoreboards, his arrival at Ohio State carries weight for reasons that go beyond the playbook. Smith, the former Atlanta Falcons head coach, is now the Buckeyes' offensive coordinator-and it’s not just his coaching résumé that has people talking. It’s the potential financial ripple effect his last name could bring to the program.
Smith is the son of the late Fred Smith, the billionaire founder of FedEx. That connection alone has sparked conversation-not because Ohio State hired him for his family ties, but because those ties could open doors in today’s college football landscape, where money talks louder than ever.
Let’s be clear: Ohio State already has one of the most robust NIL (Name, Image, and Likeness) ecosystems in the country. It’s a big reason they’ve been able to stack talent like Julian Sayin and Jeremiah Smith. But in an era where the financial arms race is only accelerating, adding someone with potential access to deep corporate connections is a strategic move that could pay off in a big way.
Money Moves the Needle in Modern College Football
We’re watching college football evolve in real time. Coaching still matters, but it’s no longer the undisputed kingmaker it once was. These days, it’s about who can assemble the best roster-and that often comes down to who can write the biggest check.
It’s a hard truth for traditionalists, but the sport has shifted. NIL collectives, booster-backed deals, and commercial partnerships are now as important as recruiting visits and film sessions.
Programs that can consistently offer top-tier financial opportunities are the ones landing elite talent. That’s just the reality.
So where does Arthur Smith fit into all this? He may not be the most innovative offensive mind in the college ranks, but if his presence helps funnel more resources into Ohio State’s NIL machine, that could be just as impactful-if not more so-than any scheme he installs.
The Buckeyes Are Playing the Long Game
Ohio State isn’t new to this game. They’ve been a recruiting powerhouse for decades, thanks to a combination of tradition, success, and resources.
But staying on top requires adaptation. Bringing in Smith isn’t just about play design-it’s about positioning the Buckeyes to keep pace in a college football economy that’s increasingly driven by dollars.
And let’s not pretend this is a new phenomenon. The programs that dominated the past-Miami in the ‘80s, Texas in the early 2000s, Ohio State and Michigan throughout the modern era-were often the ones with the deepest pockets. It’s just that now, the money is more visible, more structured, and more openly discussed.
Sure, there are limits. You can’t buy your way to a title without the right infrastructure.
Texas Tech, for instance, has spent big in recent years, but without the results to match. So while money matters, it’s not a cure-all.
But when combined with a winning culture and a national brand like Ohio State’s, it becomes a powerful multiplier.
What This Means for the Buckeyes
Arthur Smith’s hire is a reflection of where college football is heading-or maybe where it’s always been. Coaching still counts, but in a world where top recruits are weighing NIL packages as heavily as depth charts, the programs that thrive will be the ones that can offer both.
Smith brings NFL experience, yes, but more importantly, he brings potential access to a financial network that could elevate Ohio State’s already-strong recruiting game. Whether that manifests in actual FedEx-backed NIL deals or simply adds another layer of credibility to the Buckeyes’ efforts, it’s a move that aligns with the current state of the sport.
In short, Ohio State isn’t just trying to win games-they’re trying to win the future. And in today’s college football, that means playing the money game just as hard as the one on Saturdays.