• Iowa State's athletic budget has quadrupled since 2005, reflecting substantial growth and investment.
• Strategic initiatives like the 'grow our own fans' campaign and the development of CyTown have significantly boosted fan engagement and revenue.
• Key leadership decisions, including salary cuts during COVID-19, ensured stability and a swift return to success.

Iowa State athletics has undergone a significant transformation, rising from financial struggles and low attendance to a period of unprecedented success. This turnaround, spanning three decades, involved strategic investments in facilities, innovative fan engagement initiatives, and strong leadership. The growth is evidenced by increased attendance figures, a quadrupled athletic budget, and the development of CyTown, a multi-use entertainment complex. Iowa State now aims to capitalize on the Big 12's changing landscape to establish itself as a dominant force.

• What: Iowa State athletics has experienced significant growth in fan engagement, financial stability, and competitive success through strategic initiatives and leadership.
• Who: Key figures include Jamie Pollard (Athletic Director), Matt Campbell (Football Coach), Bill Fennelly (Women's Basketball Coach), and Stephanie Copley (Iowa State alum).
• When: The transformation began in the mid-1990s and continues to the present day, with significant milestones in 2005 (Pollard's hiring), 2017 (Oklahoma win), 2020 (COVID-19 response), and 2027 (CyTown opening).
• Where: Ames, Iowa, primarily focusing on Jack Trice Stadium and Hilton Coliseum, with outreach extending throughout the state of Iowa.

Iowa State's athletic transformation is a case study in strategic planning and community engagement. By focusing on building a loyal fan base, investing in facilities, and making tough financial decisions, the university has overcome historical challenges and positioned itself for sustained success. The development of CyTown and the proactive response to the COVID-19 pandemic exemplify Iowa State's commitment to long-term growth and stability. The departure of Texas and Oklahoma from the Big 12 presents an opportunity for Iowa State to further solidify its position as a leading program.

At some point you’ve got to pay the bills.

Let’s plant the seeds and fertilize it and water them and grow our own fans.

Some of the things that have been enjoyable from my perspective, is to give this fan base something to be, not just appreciative of, but something to be really proud of.

Bolstered by strategic leadership and a commitment to community and financial stability, Iowa State Athletics has engineered a remarkable transformation into a competitive force within the evolving Big 12 Conference. This success extends beyond the field, fostering a heightened sense of pride and identity among students and fans, reflected in increased attendance and fundraising. Iowa State's self-sufficient financial model, independent of state funding, positions it uniquely within the conference. While facing financial pressures from conference realignment, revenue sharing with student-athletes, and the need to retain successful coaches, the Cyclones are proactively exploring revenue-generating and cost-saving measures to maintain their competitive edge. The department's commitment to student-athlete development is evident through career-readiness programs and a record-setting Academic Progress Rate, demonstrating a holistic approach to success. Iowa State is strategically positioned to capitalize on the expanded Big 12 Conference and continue its ascent in collegiate athletics, provided it can navigate the changing financial landscape and maintain its focus on both athletic and academic achievement.