In the high-stakes arms race, Ryan Day isn’t bluffing anymore. Coming off a national championship in 2024, Ohio State has proven it’s no longer just in the business of recruiting talent. It’s in the business of retaining it, monetizing it, and managing it like a Fortune 500 enterprise. Day guided the Buckeyes to a 10-2 regular season, with losses to Oregon and Michigan, before leading a deep postseason run that stamped the program’s place at the top of the sport. With blue-chip freshmen like wideout Jeremiah Smith and headline transfer additions like QB Will Howard and safety Caleb Downs in the mix, Day now presides over what might be the most complete roster in America. But in 2025, it’s not just about talent—it’s about the price of doing business at the very top.

That price? A jaw-dropping $12 million salary for Ryan Day, who’s now one of the highest-paid coaches in CFB. And it doesn’t stop there. The Buckeyes dropped another $2.5 million annually on new DC Matt Patricia. Ohio State isn’t just spending big; it’s aligning that spend with expectations. And according to FOX Sports’ RJ Young, this is only the beginning of a balloon year in college football payrolls.

Young said, “I know that the numbers are going to get bigger for the players, especially this year. We’re going to see a balloon year because contracts are front-loaded before we get the House settlement,” Young explained. “So we could see Ohio State, Texas, Alabama, Georgia spending close to 30, 40 million on salary this year. People expect that number to go down, but we’ll see.”

Young also unpacked how performance bonuses are baked into OSU’s model, incentivizing both production and continuity. “It’s also important to note that 10% of Ohio State’s base salary—it’s 20% if they get a 10% raise—they get a 10% bonus for making the playoff, 20% for reaching the quarterfinals, 25% for reaching the semifinals, 30% for reaching the national championship, 35% for winning the whole damn thing,” he said. “Really cool way to set up these contracts, making sure that people get paid what they’re worth but also incentivizing ‘Let’s do it again. Let’s run it back.’” The model isn’t just aggressive; it’s forward-thinking, built to sustain elite performance rather than chase it anew every year. And the stakes have only escalated thanks to Steve Sarkisian’s next move in Austin.

Texas, according to the Houston Chronicle, is planning to shell out between $35–40 million on its 2025 roster. A staggering figure that makes it one of the most expensive rosters in history. With Arch Manning at the helm, Sarkisian is loading up for a full-throttle title run, hoping to break through the glass ceiling that’s loomed over the Longhorns. The theory is simple: if Ohio State could spend big and win it all, Texas can follow that same model, only bigger. But now, it’s no longer just about how much you’re spending—it’s about spending smart.

Ohio State reportedly spent around $20 million on its 2024 roster, with a large portion of that money allocated to players already in the system. The name of the game wasn’t just acquisition; it was retention. When you’ve developed players like Marvin Harrison Jr. or J.T. Tuimoloau, keeping them in Columbus takes more than a locker room tour and a heartfelt speech.

Money didn’t buy them the championship. “But you can definitely lose one if you don’t have enough money. That’s how I think you should start thinking about NIL. I would stop thinking about just how much people are spending, and I would start thinking about this is the cost to buy in—this is the cost to get to the table,” RJ Young added.

It’s that final line that distills the ethos of Ryan Day’s Ohio State: this is the entry fee. The Buckeyes aren’t hiding from the numbers. With $11.775 million going to assistant salaries alone, the entire athletic department has essentially declared that mediocrity isn’t an option. Day’s insistence that the program won’t chase players whose top priority is money is also part of the message.

No dollar-first mindset, Ryan Day draws the line on NIL at Ohio State

If you’re thinking of rocking the scarlet and gray just to cash checks. Ryan Day says, “Keep it moving.” The Buckeyes HC made his stance crystal clear this week when it comes to NIL and the kind of player he wants in Columbus. Yes, the Buckeyes are going to take care of their players with NIL opportunities—just like every other top-tier program—but don’t think for a second that money comes before the mission.

“If money is the first thing you’re looking for, this isn’t the right place for you,” Day said on Tuesday, sending a loud and clear message to every recruit eyeing a spot on his roster.

This isn’t just lip service either. Coming off a 2024 national title, Day is focused on building a culture where the drive to win beats out dollar signs. He’s not about to let a locker room full of paycheck-chasers derail the standard at Ohio State. Yes, the Buckeyes will compete in the NIL game—but not at the cost of team-first football. In short? If your first question is “How much?” you’re not Ryan Day’s kind of guy.