The We Will Collective isn’t just about NIL deals and financial growth—it’s about using the platform to make a meaningful impact. From the start, Krystal and Brent Blum have focused on more than just raising funds. They’ve ensured that athletes in the collective continue their efforts to give back to the community, reinforcing that NIL isn’t solely about money—it’s about creating lasting change and making the world a better place.
Partnering for Growth with Basepath
The We Will Collective and Basepath have grown together since the collective’s early days. When Brent joined in month three as Executive Director, his first focus was expanding the donor base. Krystal, who joined as Director of Marketing & Events, took their membership services to the next level using Basepath’s tools, which have been instrumental in the organization’s success. Thanks to this partnership, the collective has grown from 0 members to 800, and they now have over 2,000 monthly donors.
As the only Power 4 program to retain every starter for football, men’s, and women’s basketball, the collective’s ability to engage passionate Cyclone fans through Basepath’s systems has been a critical factor. Iowa State’s advantage has always been its passionate fanbase, and now, with Basepath’s tools, the collective has given those fans a clear path to support athletes through NIL.
Making a Charitable Impact Through NIL
Even before NIL, Iowa State athletes were already working to give back to the community. Now, the collective has amplified those efforts. The We Will Collective’s partnership with Make-A-Wish Iowa has raised over $275,000, thanks to the efforts of both football players and women’s basketball. Additionally, the collective sold 2,000 tickets to a charity softball game where Iowa State football players faced off against Iowa, further proving that NIL at Iowa State is about more than financial gain—it’s about making a difference.
Athletes like JR Singleton have made charitable work a regular part of their lives, with JR becoming a fixture at the Boys and Girls Club. He turned his visits into a biweekly event and organized an impactful Martin Luther King Jr. Day event last year, bringing his teammates to volunteer on a non-school day. JR’s dedication was celebrated with a giant “Welcome Back, Mr. JR” poster when he returned to the club, showing just how much his presence means to the kids. This commitment to community outreach is a hallmark of the We Will Collective’s approach to NIL.
The collective also emphasizes the importance of giving back to local communities. Iowa State’s quarterback, Rocco Becht recently hosted a camp in Perry, a small town that faced hardship after a school shooting and the closure of a major employer, a Tyson plant. Becht’s camp, fully funded by donations, was free for local kids and provided them with water bottles, shirts, food and three hours of training with top Cyclone players. Becht even donated part of his NIL earnings to provide the athletes with new jerseys, which they now wear proudly on game days. The story was picked up by CBS, showcasing the positive impact these athletes can have on small communities.
Creativity in Fan Engagement
The We Will Collective has found innovative ways to engage Iowa State fans and transform them into members. The We Will pizza initiative has become a fan favorite, starting with a former ISU football player who brought pizzas to games and now growing into a full partnership with the stadium’s food vendor. A portion of each pizza sale goes to the collective, and the custom pizza box promotes We Will. Fans can even join a pizza fan club by sharing photos of their pizza in the stadium, further connecting them to the cause.
The collective has also launched products like custom shoes with seven unique designs, coffee, vodka, and beef jerky, giving fans fun and accessible ways to support Iowa State athletes. For fans who may not be able to donate large sums, these products provide an opportunity to contribute to the collective’s success in a more tangible way.
NIL with a Purpose
At the heart of the We Will Collective is the idea that NIL is not just about financial gain—it’s about using the platform to benefit the community and enrich the lives of student-athletes. Every NIL contract signed through the collective requires athletes to participate in up to five nonprofit events per year, with a focus on youth organizations. This not only helps build the next generation of Cyclone fans but also strengthens the athletes’ connection to the communities they represent. For many of these players, who may not get the highest pay, the love and support they receive from the fans and the community make a world of difference.
Building a Legacy
Looking ahead, Krystal and Brent hope that the We Will Collective will remain a grassroots, wholesome organization that outlasts any regulatory changes in the NIL landscape. As Brent describes, “the university is the machine, but the collective is the fun, accessible side.” They want to ensure that the collective continues to be a positive force for both athletes and fans.
Thanks to the collective’s efforts, 98% of the dollars raised go directly to the student-athletes, showing that the impact is real. The collective not only benefits the athletes but also creates a ripple effect, touching their families, the community, and the university itself.
With creative engagement strategies, philanthropic initiatives, and strong support from Basepath’s tools, the We Will Collective has positioned itself as a leader in NIL that goes far beyond financials. As Brent says, “It’s a good time to be a Cyclone.” Through Basepath and the passionate support of Iowa State fans, the collective is ensuring that NIL at Iowa State is not just about contracts—it’s about building a stronger Cyclone Nation.