Barstool Sports Shuts Down NIL Marketplace TwoYay

Barstool Sports announced it is closing TwoYay Marketplace, the company’s NIL platform, on March 31, according to a notice on the company’s website.

The company launched the platform in September 2022 and opened it up to its Barstool Athletes program. Barstool told employees in a company memo that TwoYay would be shutting down at the end of the month.

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“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,” the memo said. The news was first reported by Extra Points newsletter editor Matt Brown on Twitter/X.

TwoYay’s website offered a FAQ webpage for users about the shutdown. “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,” TwoYay said.

When the NCAA began allowing athletes to profit off NIL in July of 2021, Dave Portnoy, CEO and founder of Barstool, aimed to offer NIL deals to as many athletes as he could grab. By TwoYay’s 2022 launch, Barstool claimed more than 150,000 athletes in its program, more than Opendorse and INFLCR.

Acording to the TwoYay site, all current campaigns and partnerships would be closed and company funds would be returned to athlete influencers or advertisers, depending on their completion status.

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