Name, image, and likeness, known as NIL, has become quite the hot topic in college sports the last few years. After states began passing laws allowing college athletes to profit off their NIL in 2019, many athletes have been able to earn money while competing. For some that has led to millions of dollars.
College alumni have gotten on board by starting “collectives,” which use donations to pay athletes for playing at their universities. The entire process has become a bit of the wild west of college sports, but most major institutions now feature some sort of collective.
Elite Casino is Sponsoring Iowa State for Second Year Running
The University of Iowa’s “The Swarm” collective made some news this week with another major donation that may possibly be a sign of things to come. The collective announced that Elite Casino Resorts had donated $500,000 to the group for 2024 after a donation of the same amount for 2023.
The company owns three Iowa casinos. The addition of a casino to the mix may have been unexpected, especially considering that 15 athletes at Iowa and Iowa State have faced charges related to underage gambling this year. However, Swarm officials consider the deal as a major gain for the enterprise. The deal also allowed athletes to take part in Elite charitable events.
“Our 2023 Swarm partnership brought a new level of support and excitement for our charitable events,” Elite CEO Dan Kehl said. “Swarm athletes participated in our Big Brothers Big Sisters Bowl for Kids’ Sake, the Give Foundation annual golf outing, we Swarmed the community in October, and most recently, a Toys for Tots drive. Part of our success comes from giving back to the communities we serve, and we are proud to continue supporting student athletes and local charities.”
The Giving Back Program
This significant donation by Elite Casino Resorts, totaling $1 million over two years, is part of their Giving Back Program. This program focuses on charitable contributions to local nonprofits, fire departments, and law enforcement agencies, indicating a commitment to community involvement and support. Elite Casino Resorts, as a Midwest regional gaming operator, has now become the first corporate partner to pledge such a substantial amount to The Swarm Collective.
The partnership between Elite Casino Resorts and The Swarm Collective not only provides substantial financial support but also brings a new dimension to the NIL landscape in college sports. With Elite Casino Resorts being the exclusive casino gaming partner, this collaboration may pave the way for similar partnerships between collegiate sports collectives and corporate entities in various sectors.
Furthermore, the participation of Swarm athletes in Elite Casino Resorts’ charitable events, like the Big Brothers Big Sisters Bowl for Kids’ Sake and the Give Foundation annual golf outing, reflects an evolving synergy between college sports and corporate social responsibility initiatives. These events allow student-athletes to engage with the community, enhancing their visibility and connection to local causes, while simultaneously promoting the values and social commitments of the corporate partner.
Concerns Over Underage Gambling and Student Athletes
This development also brings to light the complexities and potential ethical considerations in the evolving NIL landscape. The involvement of a casino company, especially in the context of Iowa sports betting and underage gambling issues among some athletes, adds a layer of scrutiny to the partnership. However, the focus on charity and community service as a key component of the partnership might help in balancing these concerns.
The NIL era in college sports is still in its nascent stages, and the integration of major corporate entities like Elite Casino Resorts signals a new era of opportunities and challenges. It reflects the growing commercialization of college sports and the increasing importance of NIL in providing financial opportunities for student-athletes. As such partnerships become more common, they are likely to reshape the landscape of college athletics, bringing new dimensions of corporate involvement, ethical considerations, and community engagement to the fore.
