The Cavinder Twins Take Content Creation Beyond NIL With New Media Partnership

Last Updated on May 2, 2023

Twins Haley and Hanna Cavinder have been the face of name, image and likeness since its inception in July 2021 when they announced their first deal in Times Square. Now, we’ll get to see how two of NIL’s highest achievers translate their success as college athletes to their careers beyond graduation.

Today, Betr Holdings is announcing an exclusive partnership with the Cavinders, who are joining the company as equity partners, content creators and creative directors.

The Betr partnership

The twins will be featured as on-camera talent and tasked with creating female-centric sports content on the Betr platform. They will also make regular appearances on Betr Media’s flagship franchise BS w/ Jake Paul as well as on other Betr Media content across all platforms.

The twins will also be bringing their podcast Twin Talk to Betr Media after launching it on iHeartRadio in December 2022.

“We are thrilled to partner with the Cavinder Twins, who have already accomplished so much and are just scratching the surface of their potential,” said Joey Levy, Betr founder and CEO.

“Betr gives us the ability to accelerate the growth of The Cavinder Twins brand in a focused and truly authentic manner,” the twins said in a release. “We love sports, thrive on competition, and enjoy creating and bringing ideas to life. Betr truly makes The Cavinder Twins and our brand that much better and bigger.”

Betr was launched in August 2022 by co-founders Levy and Jake Paul. Since then, Betr says it has generated over 900 million impressions and 50 million engagements across its social channels. Its primary audience is sports fans in the 21-34-year-old age demographic, a perfect fit for the Cavinder twins.

“We are positioning Betr Media to become the #1 destination for emerging talent by providing a truly win-win proposition: Betr can and will leverage the rapidly growing Jake Paul and Betr Media audiences to make emerging talent even more famous than they already are, while also providing best-in-class content development, production, and media sales infrastructure — all while offering material cash and equity upside into Betr Holdings, which owns both Betr Media and Betr Gaming. Betr Media’s objective is to attract, enhance, and amplify the next wave of generational content creators, and this partnership is a testament to that approach. Our talent flywheel is continuing to get stronger, and we are just getting started.”

Jeff Hoffman, the agent for the twins, said Betr is a perfect spot for Haley and Hanna as they continue to grow as content creators.

“The Betr Holdings empire presented a unique and diversified opportunity to continue to grow The Cavinder Twin brand,” said Jeff Hoffman, Partner ESM and The Cavinder Twins agent. “It’s like adding jet fuel to an already burning fire. With Betr’s media savvy, the explosion of female sports and Betr’s disruptive behavior in gambling, it became a question of how far can we go and where do we sign? As the Twins become equity partners and creative directors, this partnership with Betr (Media) provides a vested interest and ability to do what they do best: continue to define culture and content.”

How NIL grew the Cavinder twins brand

Asked how NIL has impacted the path they were on when they started college, Haley said it gave them a jumpstart on their post-graduation plans.

“Our parents instilled in us a lot of discipline and hard work. We saw how they grew their business and that inspired us both athletically and academically to apply that same focus. Our intent was to go into business after college. Just now, our businesses are multiple and varied. NIL provided a springboard and real-time classroom. We have equity in multiple businesses, board seats and a media partnership.”

Hanna says she and Haley have never considered their opportunities would decrease after their basketball playing days were over.

“Truly the idea of monetizing was always part of the business. We never thought that when basketball was over our ability to monetize our NIL would end. Over the past few years, we have created a pretty amazing business team. I think we all approach our brand from a strategic POV [point of view] and that has allowed us to plan for how do we continue to grow and develop partners that will compensate us and complement The Cavinder Twins.”

“This shows how simple and seamless the transition can be for someone with the right team and plan in place to go from NIL athlete to a more expansive influencer,” said Darren Heitner, the twin’s attorney. “There is life after sport and opportunities abound, including some deals that could not even be entered into with intercollegiate eligibility remaining.”

Many state laws and institutional policies barred student athletes from entering into NIL deals that promoted gambling from the inception of NIL, and now the gambling industry has announced a new responsible marketing code that will bar payments to student athletes for their NIL. However, now that the twins have announced they won’t return for their fifth year, the path is clear to partner with Betr.

Asked how other college athletes can use NIL as a way to grow their content creation and media skills, Hanna had some parting advice.

“Be genuine and share your passions across your channels. Ignore the haters and lean into the love. Stay disciplined, consistent and open to new ideas.”

This piece originally appeared on Forbes

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