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Hines: The Big 12 is looking for new powerhouses. Who will emerge in this new era?

Iowa State University's football program is experiencing a transformative moment, fueled by the evolving landscape of Name, Image, and Likeness (NIL) opportunities in college athletics. The Cyclones, long considered underdogs in the Big 12 Conference, are now positioning themselves as potential contenders for dominance, thanks to strategic moves in player compensation, fan engagement, and program investment. This shift reflects broader changes in college football, where financial resources and innovative approaches to athlete support are becoming as critical as on-field performance in determining a team's success.

At the heart of Iowa State's rise is the university's proactive approach to NIL, a policy that allows college athletes to profit from their personal brands through endorsements, sponsorships, and other ventures. Since the NCAA lifted restrictions on NIL in 2021, programs across the country have scrambled to adapt, with wealthier schools often gaining an early advantage due to their larger donor bases and corporate connections. However, Iowa State has demonstrated that a mid-tier program can compete by leveraging community support and creative partnerships. The Cyclones have established a robust NIL collective, a group of boosters and businesses that pool resources to offer financial incentives to athletes. This collective, known as the We Will Collective, has been instrumental in attracting and retaining talent by providing players with lucrative opportunities to monetize their personal brands.

The impact of NIL on Iowa State’s recruiting efforts cannot be overstated. Historically, the Cyclones have struggled to compete with powerhouse programs in the Big 12, such as Oklahoma and Texas, for top-tier recruits. These larger schools often boasted bigger budgets, better facilities, and a stronger national presence. However, with the advent of NIL, the playing field has begun to level, as players now consider potential earnings alongside traditional factors like coaching and program prestige. Iowa State has capitalized on this shift by emphasizing the tight-knit community in Ames, where athletes can build personal connections with local businesses eager to partner with them. This localized approach has resonated with recruits who value authentic relationships over the glitz of larger markets.

Beyond recruiting, NIL has also transformed player retention at Iowa State. In the past, promising players might have transferred to bigger programs after a breakout season, lured by the promise of greater exposure or better resources. Now, with the ability to earn significant income through endorsements while staying at Iowa State, many athletes are choosing to remain with the Cyclones for the entirety of their college careers. This continuity has allowed head coach Matt Campbell to build a cohesive team culture, fostering loyalty and long-term development. Campbell, who has been at the helm since 2016, has long preached the importance of building a program from the ground up, and NIL has provided a financial backbone to support that vision.

Fan engagement is another area where Iowa State has excelled in the NIL era. The Cyclones’ fan base, though smaller than some of their Big 12 rivals, is known for its passion and dedication. The university has tapped into this enthusiasm by encouraging fans to contribute directly to the NIL collective, framing these contributions as investments in the team’s future. Events such as meet-and-greets with players, exclusive merchandise tied to specific athletes, and crowdfunding campaigns have not only raised funds but also deepened the connection between the team and its supporters. This grassroots approach contrasts with the more corporate-driven NIL strategies of larger programs and has helped Iowa State carve out a unique identity in the crowded college football landscape.

The broader implications of Iowa State’s NIL success extend to the competitive balance of the Big 12 Conference. With Oklahoma and Texas departing for the SEC, the conference is in a state of flux, creating an opportunity for other programs to step into the power vacuum. Iowa State, under Campbell’s steady leadership, is well-positioned to seize this moment. The Cyclones have already shown they can compete with the best, consistently achieving bowl eligibility in recent years and earning respect as a tough, disciplined team. Now, with enhanced financial resources through NIL, they have the potential to take the next step and contend for conference championships on a regular basis.

However, challenges remain. While Iowa State has made significant strides, it still lacks the historical pedigree and national brand recognition of some of its competitors. Schools like Oklahoma State and Kansas State, which also have strong fan bases and competitive programs, are similarly adapting to the NIL era and vying for supremacy in the reshaped Big 12. Additionally, the sustainability of Iowa State’s NIL model depends on continued fan and donor support, which could waver if on-field results do not meet expectations. There is also the risk of over-reliance on a small number of high-profile athletes, whose departure could disrupt the program’s momentum.

Despite these hurdles, the optimism surrounding Iowa State football is palpable. The university’s administration has shown a willingness to invest in the program, not just through NIL but also through upgrades to facilities and infrastructure. Jack Trice Stadium, the Cyclones’ home field, has undergone renovations to enhance the game-day experience, while training and academic support facilities have been modernized to meet the needs of today’s athletes. These improvements signal to recruits and current players that Iowa State is committed to competing at the highest level.

The role of Coach Campbell in this transformation cannot be understated. Known for his ability to develop talent and instill a hard-nosed, team-first mentality, Campbell has embraced the opportunities presented by NIL without losing sight of the program’s core values. He has worked closely with the We Will Collective to ensure that financial incentives align with the team’s culture, emphasizing that success comes from collective effort rather than individual stardom. This balance has helped Iowa State avoid some of the pitfalls that other programs have encountered in the NIL era, such as internal divisions over compensation or a loss of focus on academics and personal growth.

Looking ahead, the question remains whether Iowa State can truly take over the Big 12 Conference. The pieces are in place: a supportive fan base, a forward-thinking approach to NIL, a proven coach, and a conference landscape ripe for disruption. Success will depend on the Cyclones’ ability to translate their off-field gains into on-field results. If they can consistently compete for top spots in the conference standings and make noise in the postseason, Iowa State could redefine itself as a powerhouse in college football.

The rise of Iowa State also serves as a case study in how mid-major programs can thrive in the NIL era. While the spotlight often shines on the sport’s traditional giants, the Cyclones’ story demonstrates that innovation, community engagement, and strategic planning can level the playing field. For fans of underdog teams across the country, Iowa State’s journey offers hope that with the right approach, any program can dream big.

In conclusion, Iowa State football stands at a crossroads. The advent of NIL has provided the Cyclones with tools to compete with the Big 12’s best, but the path to dominance is far from guaranteed. By continuing to build on their current momentum—through smart recruiting, fan involvement, and program investment—Iowa State has the potential to not only contend for conference titles but also reshape perceptions of what a mid-tier program can achieve in the modern era of college football. The coming years will be critical in determining whether the Cyclones can sustain their upward trajectory and establish themselves as a lasting force in the sport. For now, the future looks brighter than ever in Ames, and the possibility of a Big 12 takeover is no longer just a dream but a tangible goal within reach.

Read the Full Des Moines Register Article at:
[ https://www.desmoinesregister.com/story/sports/college/iowa-state/football/2025/07/10/iowa-state-football-nil-can-cyclones-take-over-big-12-conference/84490569007/ ]