K-State 'Beef' using NIL partnership to fight food insecurity
Kansas State’s beef is giving back thanks to NIL.
Earlier this season, the Wildcats’ offensive line unveiled an NIL deal with the Kansas Beef Council and Wildcat NIL to sell branded hats featuring “BEEF” in bold purple letters. The limited-edition K-State Beef hats – along with recently released hoodies – have sold well.
Plus, the gear fits perfectly with K-State’s culture on and off the field.
The Wildcats returned all five offensive line starters and a few key reserves from the 2022 Big 12 championship team. That core is a big reason why the Wildcats are one of the top teams in the Big 12 this season with a 3-1 record.
Combine the beef returning up front with Kansas State’s proud agricultural education background and you have the perfect NIL partnership.
And now thanks to the success of the agreement, Wildcat offensive linemen Hayden Gillum, Hadley Panzer, Kaitori Leveston, Cooper Beebe, Taylor Poitier and Christian Duffie donated 300 pounds of ground beef this week to three food banks in Northeast Kansas.
They’ll be back again next month with another 700 pounds, according to Ryan Henington with Wildcat NIL.
K-State’s OL loves using NIL for good
Hayden Gillum said the “K-State Beef” nickname first came about last season during the Wildcats’ run to the league championship.
“I don’t remember who started it,” Gillum said. “But it just kind of became our identity for our offensive line. We had all the big guys up front, so everybody just started calling us ‘The Beef.’ It just kind of stuck.”
Henington said the moniker instantly clicked with fans, largely because of K-State’s roots as an ag school. It also didn’t hurt that the hats were well-designed. Plus, the offensive line makes quality money from the partnership.
“The OL created a really unique market for themselves when they coined the name ‘K-State Beef’ and it’s really taken on a life of its own,” Henington told On3. “Playing into the market they’ve created, as well as a huge piece of the economy in the state of Kansas and in the region, we brought this much-desired beef merchandise to the market.
“It’s been a huge hit. We’ve sold several hundred hats and hoodies. And for each item sold, we’ll donate one pound of beef to local food banks. They’ve already donated 300 pounds with more to come. On top of that, all of the net proceeds will go back to the offensive line.”
The deal and the donations are a victory for everybody.
“This deal is a win for K-State, Kansas Beef Council, Kansas ranchers, Wildcat NIL, the offensive line, and most significantly, the food insecure,” Henington said.
Panzer agrees.
“Coach says all the time you’ll never know what kind of impact on people’s lives,” Panzer said. “What we’re doing is having a good impact. I’m just glad we can just give back to the community in such a good way.”