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Ohio State is no stranger to national championships. The Buckeyes won the first-ever national title of the four-team College Football Playoff in 2024, and they are now about to play in the first game of the 12-team era.
But that doesn’t mean their fans are sick of buying merchandise to commemorate the occasion.
Merchandise sales for the Buckeyes’ NIL Store exploded after they beat the Texas Longhorns on Friday night, surging 550% in the three days following the game, according to data provided to Front Office Sports by an NIL Store spokesperson. The Buckeyes’ overall sales also shot up from the eighth-most popular storefront to the most popular for the month of January.
In previous years, a playoff run could translate to teams and athletic departments cashing in from jersey sales. But in the era of name, image, and likeness, the players can, too. The NIL Store, created by the custom apparel brand Campus Ink, doesn’t sell formal uniform merchandise—instead, it partners with athletic departments and players on custom apparel to commemorate viral moments or showcase players’ personalities.
The merch drop powering Ohio State’s success includes a line of T-shirts showcasing defensive end Jack Sawyer’s fumble recovery and touchdown return that helped solidify the Buckeyes’ title game appearance. The line was available by noon on Saturday, and included a sweatshirt, T-shirt, and long-sleeve with the phrase “Scoop ’ Score” emblazoned across the chest. They also include photos of Sawyer and smaller text saying “83 yards to the house,” as well as the final score.
In the three days following the matchup, 66.1% of all Ohio State merchandise sales came from Sawyer’s “Scoop N’ Score” merchandise.
Sawyer’s other custom merchandise, including a line called “Captain Jack”—referring to his status as a team captain—also shot up in merchandise sales. Including this line, Sawyer’s apparel has accounted for 77.2% of all Ohio State merchandise.
Sawyer has shot past all other custom player merchandise lines in popularity, and is second only to the “Boogeyman” line for Heisman Trophy finalist and Boise State star Ashton Jeanty.
A spokesperson for the NIL Store declined to release data on how much the players have earned, but prices range from $35.99 to $64.99—and players get a slice of all the profits. “Thanks for supporting Jack Sawyer!” the website reads. “Every purchase puts money directly into Jack’s pocket!”
