TheLinkU, a name, image and likeness platform for college sports, has partnered with Twitch to launch StreamU, a livestreaming network exclusively for college athletics. The network will create new revenue opportunities for universities and student-athletes through subscriptions, advertising and sponsorships. StreamU operates as a national digital sports network where universities manage branded channels under a centralised umbrella. TheLinkU will serve as the operational and compliance backbone, enabling NIL participation beyond major programmes to Olympic and non-revenue sports. Founded in 2022 by Austin Elrod, TheLinkU provides services to help college athletes and institutions navigate the NIL landscape. The partnership plans activations beginning around Selection Sunday, with a national presence during Final Four weekend in Indianapolis.

The internet gamer has 4.4 million followers on Twitch and is on the same esports team as Twitch’s most-followed user, Ninja, KFC partnered with Lupo to give away gift cards every time they won a round in the popular battle royale game, PUBG.