Brands, Media & Broadcast 2 min read

Barstool Sports announces closure of TwoYay NIL marketplace for college athletes

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Barstool Sports has made the decision to shut down TwoYay, its innovative platform connecting college athletes with potential brand partnerships and marketing opportunities.

TwoYay has folded due to the changing nature of the name, image and likeness (NIL) marketplace.

Launched with much fanfare in September 2022, TwoYay aimed to provide a platform for young athletes to leverage their profiles and earn income through collaborations with brands, agencies and advertisers. Central to its offerings was access to the ‘Barstool Athlete’ network, boasting over 150,000 athletes enrolled in the program.

Despite initial promise, Barstool Sports has announced the closure of TwoYay at the end of the current month. In a memo shared by the company, they expressed gratitude for the connections and opportunities facilitated between athletes and brands but cited the rapidly evolving and uncertain nature of the NIL landscape as a driving factor behind their decision.

‘We launched TwoYay with a mission to connect athletes with advisors and we’ve been truly inspired by the connections and opportunities we’ve helped facilitate between our talented athletes and brands,’ read the memo.

‘However, the rapidly evolving NIL landscape is demanding and unpredictable; we no longer wish to operate under such uncertainty. While this was a difficult decision, we believe it is the most responsible one to ensure a positive experience for you in the long run.’

As reported by Sportico, the TwoYay website has confirmed that all ongoing campaigns and partnerships will be closed, and any funds held by the company will be returned to athlete influencers or advertisers based on the status of their completion.

While Barstool Sports remains committed to supporting athletes, their decision reflects the challenges and uncertainties inherent in the NIL landscape.

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