Iowa State Athletes Can’t Gamble—But They Can Promote Casinos Now

In a bold move that merges athletics, community, and NIL innovation, Iowa State University’s athletics department and the We Will Collective have announced a landmark partnership with Elite Casino Resorts.

The deal includes a significant contribution to We Will and opens NIL opportunities for select Cyclone student-athletes to appear at Elite’s Iowa casino resorts and in promotional content for the resort group.

This partnership spans all of Elite’s Iowa properties: Riverside Casino & Golf Resort, Grand Falls Casino & Golf Resort, and Rhythm City Casino Resort, facilitating a series of charitable events centered around Cyclone athletes over the upcoming year.

Through appearances, meet-and-greets, and promotional campaigns, student-athletes will engage fans and support community causes, leveraging NIL in a philanthropic context.

“We’re proud to align our company with Iowa State University Athletics,” said Dan Kehl, CEO of Elite Casino Resorts. “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 partnership with Elite Resort Casinos has been an overwhelming success for We Will and our student-athletes,” said Brent Blum, Executive Director of the We Will Collective. “Their support of our in-state programs has been hugely impactful on and off the field.” 

The partnership is a win for community engagement and NIL creativity, but it also underscores the strange double standard that still defines college athletics.

Cyclone players, like all NCAA athletes, are banned from placing bets on any sporting event, even in states where it’s legal. But promoting casinos? That’s now fair game.

Welcome to the new age of NIL, where branding is king, irony is currency, and the house always wins.