61For years, college athletes were prohibited from earning income from their personal brand or athletic achievements. This changed following growing calls for fairness, competitive equity, and legal action in 2021, which led the NCAA to permit student-athletes to profit from their name, image, and likeness—commonly referred to as NIL. By 2025, the NCAA further expanded its rules, including permitting NIL deals before students even enrolled at a university, transforming the landscape for student-athletes nationwide.
While these shifts unfolded, YOKE was founded in 2020 by two college athletes and an avid sports fan who recognized the untapped potential of NIL. Their vision was to create a platform where every student-athlete, regardless of status, could monetize their NIL with support from their most loyal advocates: their fans. The result was the NIL Club app, which bridges the gap between athletes and fans, empowering athletes to control and grow their brands.
Today, NIL Club serves as a leading platform for college and high school athletes to earn income by connecting with supporters and sharing exclusive content. Over 20,000 teams and groups have formed clubs on the platform, with 250,000 athletes participating and a total of more than $16 million earned by student-athletes. NIL Club is designed to be transparent and student-focused, prioritizing compliance and well-being across all levels.
Athletes join NIL Clubs—either existing or self-created—to offer behind-the-scenes access and authentic interactions to their supporters. Fans subscribe to their favorite team’s or group’s NIL Club, receiving exclusive content such as pre-game routines, post-game reflections, campus life updates, training insights, and personal greetings. These subscriptions come with a monthly fee, which can be canceled at any time, and serve as a direct way for fans to support their favorite athletes financially.
All income generated through memberships is pooled and distributed equally among participating athletes in a club, promoting a sense of teamwork and fairness. NIL Club athletes are also responsible for managing their roster, ensuring active participation, and upholding transparency through the app’s tools.
As the platform’s impact grows, NIL Club has expanded to include high school students in states where it is permitted. Parental guidance and state law compliance are integral to the high school version, and students from all backgrounds—not just athletes—can join and benefit. High school NIL Clubs are also designed to build financial literacy and entrepreneurship skills, with extra safeguards in place.
In recent years, brand partnerships have become a significant part of the NIL Club ecosystem. Companies such as LoveShackFancy and SoFi now collaborate with NIL Club athletes for marketing campaigns and exclusive content, providing athletes with additional opportunities to benefit from their personal brand and entrepreneurial spirit.