In a candid discussion on the current landscape of college football, Nebraska Cornhuskers head coach Matt Rhule shared his perspective on why Ohio State has continued to attract top talent, crediting the program’s culture and sustained success more than its financial incentives through Name, Image, and Likeness (NIL) deals.
While NIL deals have dramatically transformed college recruiting in recent years, Rhule emphasized that what truly drives players to elite programs like Ohio State is the opportunity to be part of a winning team. According to Rhule, players are drawn to schools with a proven track record of success, where the culture and tradition of excellence outweigh the financial promises that have become commonplace in recruiting.
“Players want to go to a winner,” Rhule remarked, acknowledging that although NIL money can certainly be a factor, the competitive legacy of Ohio State plays a central role in its recruiting success. He pointed to the stability and high standards that have been ingrained in the Buckeyes program under previous coaches like Urban Meyer and Ryan Day, and which continue to draw some of the best talent in the nation.
Rhule’s comments come amidst growing conversation around the role of NIL in recruiting, particularly as programs like Ohio State, Alabama, and Georgia have raised significant funds through NIL deals to attract players. While these financial packages — some reaching into the millions — cannot be ignored, Rhule firmly believes that the foundation for Ohio State’s continued success lies in its winning culture and reputation as a football powerhouse.
“When you have a program that consistently wins and produces NFL talent, that’s what recruits look for,” he said. Rhule’s words resonate with many in the college football community who view Ohio State as not just a program that invests in its players financially but one that provides a winning environment conducive to player development.
Ohio State’s culture is built on decades of success, with a history that includes multiple Big Ten titles, College Football Playoff appearances, and national championships. This legacy, combined with a competitive atmosphere, draws athletes who are more interested in competing for championships and advancing their careers than in the monetary incentives alone.
In the era of NIL, Rhule’s stance highlights a key point — that while financial opportunities are becoming more prevalent in recruitment, they are not the sole deciding factor for top recruits. Many players continue to prioritize programs with the strongest track records of success, robust player development, and the ability to compete for national titles.
As Rhule looks to build the Nebraska program into a contender, he is focused on establishing a similar culture of success — one that combines a commitment to excellence with a sense of pride in the program.
While Ohio State’s NIL fortunes — rumored to be over $20 million — may certainly give the program an edge in attracting recruits, it’s clear that the program’s legacy of success remains at the heart of its ability to consistently recruit elite talent.
In a competitive recruiting environment, Matt Rhule’s comments underscore a reality that many programs are coming to understand: a winning culture that fosters development and the pursuit of championships will always be the most valuable asset in college football.
