Iowa State announced Wednesday a partnership with Elite Casino Resorts through the We Will Collective that creates NIL opportunities for Cyclone student-athletes.
The multi-year deal provides sponsorship opportunities at select Iowa State sporting events. It also opens new revenue streams for student-athletes through appearances and promotional content.
Dan Kehl, CEO of Elite Casino Resorts, praised the collaboration in the announcement.
“We’re proud to align our company with Iowa State University Athletics. The Cyclone program holds high standards of excellence and is a great fit as we build on our commitment to support athletics and academics in our communities.”
The timing creates an interesting contrast for the program. Just two years ago, Iowa State dismissed multiple football players for illegal gambling activities.
Hunter Dekkers and other Cyclone football players were removed from the team in 2023 after placing bets on Iowa State sports. The violations included bets on football games and other Cyclone sporting events.
The gambling scandal affected both major Iowa universities. A total of 35 student-athletes at Iowa State and Iowa faced criminal charges or lost eligibility due to sports betting violations.
Elite Casino Resorts operates five resort destinations across the Midwest. Their properties include locations near Iowa City and in Larchwood, Davenport, Nebraska and Southern Illinois.
Brent Blum, executive director of the We Will Collective, highlighted the partnership’s early success.
“The partnership with Elite Resort Casinos has been an overwhelming success for We Will and our student-athletes. Their support of our in-state programs has been hugely impactful on and off the field.”
The deal allows Cyclone student-athletes to participate in Elite Casino Resorts events. They’ll also appear in promotional materials for the casino group.
NIL partnerships with gambling-related businesses represent a growing trend in college athletics. The arrangements provide funding opportunities while navigating complex regulations around student-athlete involvement with gaming companies.
