Barstool Sports Launches New NIL Platform

Is TwoYay the next big marketplace for college athletes?

Barstool Sports has launched the newest NIL platform for college athletes to profit off of their name, image, and likeness - TwoYay. This latest tool in the marketplace will allow Barstool to use their audiences to grow the platform, but also connect their advertisers to the pool of Barstool Athletes.

When NIL first launched, Barstool announced they were throwing their hat in the ring to get in on the action. This means college athletes could submit an application, sharing basic information, to prove their status and become an official ‘Barstool Athlete’. From there, the opportunity varied from being able to market yourself as a part of the Barstool family to having exclusive merchandise.

Their latest innovation in the NIL space is a market disruptor, as TwoYay has stated they will not take any cuts from the athletes! A huge opportunity to gain market share and later profit off of this decision by charging advertisers a fee of entry, at a later date, to access their athlete network - as stated by Barstool CEO, Erika Nardini, to Sportico.

Lastly, this is a huge opportunity for Barstool. Not only are they becoming a bigger player in a different realm but also furthering their current business. First - advertising is the name of the game so the opportunity to utilize athletes from more than 400 colleges and universities can act as a lead generator to connect with new advertisers. Second - content is still King and not every athlete gets to go pro. Thus, it provides an initiative and ‘training camp’ of sorts for athletes who don’t go pro to catch the eyes of Barstool and become their next talent hire.

September 16, 2022 - Issue 56 of The Sport Marketeer