Ohio State's 1870 Society NIL collective building on partnership with Giant Eagle

The Ohio State-driven 1870 Society NIL collective continues to build on its partnership with the supermarket chain Giant Eagle.

The collective launched EDGE JT Tuimoloau‘s own dandruff shampoo in Giant Eagle grocery stores throughout Ohio last February. Through the deal, a portion of the profits went back to the pass rusher.

Giant Eagle and the 1870 Society built off that to roll out the “Pizza with the Bucks” product, including men’s basketball players Bruce Thornton and Zed Key, All-Big Ten softball player Kami Kortokrax and All-Big Ten women’s tennis player Sydni Ratliff.

“We’re thrilled to see this exciting partnership come to life, and to be the exclusive retailer of Pizza with the Bucks,” Giant Eagle’s SVP Brian Ferrier said at the time. “We are strong supporters of Ohio State student-athletes, and are pleased to be able to share this new product with our customers.”

The partnership is back for college football season, rolling out three deals for the Buckeyes. Giant Eagle is placing “Snackin’ with the Backers” cookies featuring linebackers Cody Simon, CJ Hicks, and Sonny Styles in Ohio stores.

Giant Eagle is also releasing a Candy Mix featuring Quinshon Judkins and a Pick Six Mix. The commercial campaigns drive dollars back to athletes while allowing the general fanbase to support NIL. Haystack Sourcing Solutions develops the products in conjunction with Giant Eagle and The 1870 Society.   

Ohio State’s bold NIL strategy

Two years ago, speaking to businesses in Columbus, Ohio State head coach Ryan Day declared the Buckeyes needed $13 million annually to attract and retain top talent. Turns out the number is $20 million. Sources have confirmed to On3 and new athletic director Ross Bjork has spoken publicly about how Ohio State has spent $20 million on this year’s football roster. 

The push to raise those dollars started after the Buckeyes dropped their third consecutive game against Michigan last November, with the majority of the $20 million coming from the donor-driven NIL collectives 1870 Society (for-profit) and The Foundation (registered nonprofit). Ohio State was named On3’s top NIL collective last month.

Ohio State retained 11 draft-eligible players last offseason. Day and his staff went all-in on the transfer portal, adding Quinshon Judkins, Will Howard and Caleb Downs.