Cavinder twins ink media partnership deal with Betr
Haley and Hanna Cavinder, who quickly became two of the biggest winners of college sport’s NIL era, have formalized a partnership with Betr.
Founded by media influencer Jake Paul, the Cavinder twins have signed a deal that will see them join as equity partners, content creators and creative directors. Their podcast, “Twin Talk,” is now exclusively owned by Betr Media.
A gambling and media company, the sisters join Betr’s media roster and will appear throughout the company’s content across all platforms. The deal was brokered by Jeff Hoffman and Everett Sports Management. Attorney Darren Heitner brought the two parties together.
The Cavinders announced their first partnership as college athletes in Times Square with Boost Mobile nearly two years ago. The former Miami basketball players announced last week their plans to end their college careers. They closed their college NIL careers with deals with upward of 23 companies.
Leaving college and the game of basketball isn’t an end to the brand the Cavinders have built, though. They plan to use their more than 5.3 million social media followers and 88,300 YouTube subscribers as a launching point for their future.
“We are thrilled to partner with the Cavinder twins, who have already accomplished so much and are just scratching the surface of their potential,” Betr founder and CEO Joey Levy said in a statement. “We are positioning Betr Media to become the No. 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.”
They also have signed a multi-year partnership with Caktus, an artificial intelligence company which they’ve previously worked with. The details of the agreement have not been disclosed. But the Cavinders will promote the software which assists students in classwork.
Building pathway for college NIL stars
For the trajectory the Cavinders appear to be on, NIL has set the framework for what the future can look like for college athletes who also thrive as influencers. Hanna and Haley Cavinder made the move to South Beach last off-season for a chance to make the NCAA tournament; it also did not hurt their NIL opportunities.
The twins struck deals in the last year with Raising Canes, Champs Sports and Life Wallet, among others. Leaving college basketball wasn’t because the money on the table wasn’t enough. But endorsing and working closely with a betting company could have made things difficult if they stayed another year. The University of Miami has a list of prohibited categories athletes are not allowed to promote.
What remains unclear at this time is how much the twins will speak about sports betting on their show. Betr has a microbetting arm, which remains to be seen if it will be embraced. But the media side of the company has been a success.
How the next 12 months bode for Haley and Hanna Cavinder could be an interesting case study for how notable college influencers like Livvy Dunne and Shedeur Sanders approach life after athletics.
“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 statement. “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.”