Big 12 News

Iowa State NIL Collective Announces Partnership to Produce ‘Ames Lager’ Beer

While it’s not every day that drinking beer can help your favorite sports team and its athletes succeed, fans of the Iowa State Cyclones now officially have a new beverage in Ames that directly supports NIL funding.

In a new partnership between West O Beer and the We Will NIL collective, the newest beer in town has officially moved in with the creation of Ames Lager.


Ames Lager will be officially available near the end of the summer and for every beer purchased, proceeds from each Ames Lager will be donated to the We Will Collective. The partnership announced its collaboration in an effort to bring Iowa State fans a great-tasting beer that directly supports the university and adds money to the We Will NIL collective, in hopes of offering more money and advertisement opportunities for athletes, bringing in more talent for the university.

According to the We Will Collective’s website, it labels itself as the, “Home for all things NIL-related for Iowa State! Our goal is to create an elite student-athlete experience, while also providing fans with a unique experience of their own. The power of Iowa State is in the Cyclone Nation.”

With more and more advertising dollars finding its way into college athletics, recruiting both high school prospects, and potential players in the transfer portal has given college recruiting a whole new look. With Ames Lager becoming the newest product of the collaboration between the two organizations, Iowa State student-athletes should find some more opportunities coming their way thanks to the beverage industry.

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