Will Ross Bjork's Big Bet on In-House NIL Control work for Ohio State?

Ross Bjork wants to be out in front, but with collectives pursuing litigation, his decisions will be tested.

Sept 7, 2024; Columbus, OH, USA; Ohio State athletic director Ross Bjork (left) walks into Ohio Stadium before the Buckeyes' 56-0 win over Western Michigan. | Lori Schmidt / Columbus Dispatch / USA TODAY NETWORKThe House v. NCAA settlement, finalized on June 6, 2025, was supposed to bring clarity to the chaotic world of name, image, and likeness (NIL) in college sports, but just weeks later, it’s sparking a new wave of conflict.

House plaintiff attorneys Jeffrey Kessler and Steve Berman have accused the NCAA and power conferences of violating the settlement’s terms, specifically…