Skip to content Skip to footer

Barstool Sports announces new, ‘most comprehensive’ NIL marketplace available

Erika Nardini
Photo credit: Courtesy of Barstool Sports

Barstool Sports is ready to disrupt the NIL market.

At the company’s 2023 Upfront Presentation on Wednesday night held at Webster Hall in New York City, the media titan announced the launch of new NIL marketplace, TwoYay.

The free to use platform is designed to connect brands to athletes, Barstool brands and college affiliates.

Per a press release obtained by The NIL Deal, the company expects that “by the end of the month, TwoYay is expected to be the most comprehensive user base of college athletes available within any marketplace.”

Barstool plans to utilize its network of over 150,000 “Barstool Athletes,” an organization that was established days after the passing of NIL laws in July 2021.

“This platform will serve as an extension of the company’s reach into the Gen Z audience, supporting college athletes and the greater creator economy, all with an aim to give brands direct access to nano, micro and mega influencers,” the company’s press release stated.

Athletes can create a user profile and set their own pricing and content offerings. According to the website, users will have a proposal inbox that will notify them of new proposals and guide deliverables.

Payment for creators will come via a partnership with Stripe, who promises “lightning fast payouts.”

Additionally, Barstool said they will not take part in any transaction between creator and brands.

Barstool intends for the platform to become the most cost efficient NIL marketplace on the internet, as it won’t be taking fees on either side of the college athlete deal.

As the company approaches its 20th anniversary in 2023, Founder Dave Portnoy and CEO Erika Ayers Nardini are pleased with the company’s growth and immense influence.

”Barstool is the most influential digital media brand in the country,” Nardini said. “Our audience are true fans of Barstool and the franchises we build. The deep engagement and connection we have to our audience base moves products for our brand partners that no other media company can match. 92% of partners not only renew, but increase their yearly spend by 27%. We look forward to continuing to expand our reach as we celebrate our 20th anniversary.”

Over the past six years, Barstool revealed its revenues have grown 3,650%. Entering the NIL space means yet another stride forward for the media titan.

Barstool has 150,000 college athletes in Barstool Athletes, an estimated 30% of all college athletes. This already gives them one of the largest college athlete user bases available, a figure expected to grow with TwoYay’s launch.