Barstool’s NIL Marketplace Could Be the Biggest In College Sports

Over a year ago, Barstool launched a robust name, image, and likeness program, where 150,000 athletes signed up to be affiliated with the brand. But beyond receiving free merchandise, athletes got no benefits — until now.

On Wednesday, Barstool launched an NIL marketplace open to all Barstool athletes called TwoYay. Unlike other marketplaces, Barstool won’t take a commission from deals from either the athletes or brands on the platform.

Given that Barstool has signed 30% of all college athletes, it could quickly become one of the largest marketplaces in the NIL market — a potentially lucrative venture for the brand. Opendorse has 80,000 athletes, while INFLCR has 70,000.

But for now, Barstool will probably not make any direct revenue off the program.

“Why are we doing it?” Barstool president Dave Portnoy said in a video. “Cause we want Barstool athletes to love us, and spread Barstool around campuses. That’s our win.”

In the future, Barstool will consider taking a cut of deals from the advertisers, a spokesperson told Front Office Sports. But the company will never ask for a commission from athletes. 

“We didn’t forget about you,” Portnoy said. “We were just figuring out the best way for you to make money.”