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Initiative unlocks new royalty-based income stream and expands platform utility for brands and users alike

NEW YORK, June 17, 2025 (GLOBE NEWSWIRE) — Brag House Holdings, Inc. (NASDAQ: TBH) (“Brag House” or the “Company”), the media-tech platform at the intersection of gaming, college sports, and Gen Z engagement, last week unveiled plans to launch a secure digital asset platform as part of its Name, Image, and Likeness (NIL) initiative supporting the Company’s broader monetization strategy by introducing new revenue streams, expanding Gen Z engagement, and strengthening its data-driven value proposition.

Building on its earlier announcement to explore digital NIL engagement models, the initiative leverages Brag House’s national footprint across 200+ NCAA campuses through its partnership with Learfield, enabling student-athletes to monetize personalized digital assets such as highlight reels, game-day passes, and authenticated collectibles. Brag House will retain transaction fees and recurring royalty revenue from secondary marketplace activity, while also capturing valuable user engagement and behavioral data.

“We’re laying the groundwork for a new digital economy built around Gen Z athletes and fans, ” said Lavell Juan Malloy II, CEO and Co-Founder of Brag House. “By combining NIL rights with authenticated digital assets, we’re offering scalable monetization while enhancing our ability to understand and serve our community. This platform introduces a repeatable, high-margin business model aligned with the surging NIL and digital ownership economies.”

Unlocking a Multi-Billion-Dollar Market Through a Scalable Revenue Model

As referenced in Brag House’s previous announcement, the NIL market is projected to grow to $1.5 billion by 2027. Brag House’s NIL platform targets a key gap in the market: 95% of NCAA athletes currently receive little to no NIL compensation.

Using a no-code interface, athletes will be able to mint and sell digital assets directly to fans while Brag House earns transaction fees on all primary sales and royalties on secondary trades. Fan-to-athlete commerce will be enabled by automated smart contract systems, with automated payments routed to athlete-controlled digital wallets. The Company is evaluating sustainable, next-gen digital platforms that offer low fees and reliable verification systems.

Initial monetization scenarios include:

• Personalized collectibles with resale royalties
• Digital access passes for live/virtual events
• Loyalty integrations with brand partners and sponsors
• Tiered fan experiences that reward long-term participation

Accelerating Brag House’s Strategic Flywheel

This platform aligns directly with Brag House’s four-phase strategic roadmap: build Gen Z community, scale B2B solutions, monetize engagement, and activate proprietary data. The NIL initiative further supports each of these goals by:

• Increasing user retention through exclusive athlete-fan interaction
• Creating brand sponsorship inventory around collectible campaigns
• Enhancing the Company’s first-party behavioral data for Gen Z
• Enabling subscription and membership cross-sell opportunities

“This initiative is not about chasing trends, it’s about capturing value,” added Malloy. “We’ve already proven our ability to engage Gen Z across gaming and college campuses. Now, we’re unlocking the next layer of monetization that expands our platform’s economic potential.”

Pilot Rollout in Late 2025

Brag House expects to launch initial NIL activations on select campuses later this year, in conjunction with branded loyalty campaigns and its Brag Gators Gauntlet Series. Full platform capabilities, including smart contract integration, athlete onboarding, and fan resale features, are anticipated to go live in early 2026.

About Brag House
Brag House is a leading media technology gaming platform dedicated to transforming casual college gaming into a vibrant, community-driven experience. By seamlessly merging gaming, social interaction, and cutting-edge technology, the Company provides an inclusive and engaging environment for casual gamers while enabling brands to authentically connect with the influential Gen Z demographic. For more information, visit www.braghouse.com.

Forward-Looking Statements 
Certain statements in this announcement are forward-looking statements. Investors can identify these forward-looking statements by words or phrases such as “may,” “will,” “expect,” “anticipate,” “aim,” “estimate,” “intend,” “plan,” “believe,” “is/are likely to,” “potential,” “continue” or other similar expressions. These statements are subject to uncertainties and risks including, but not limited to, expectations related to the investigation of potential naked short selling, including the Company’s analysis, its ability to take appropriate corrective action, or any potential investigations by regulators and other risk factors discussed in the “Risk Factors” section of the Company’s filings with the SEC. Although the Company believes that the expectations expressed in these forward-looking statements are reasonable, it cannot assure you that such expectations will turn out to be correct, and the Company cautions investors that actual results may differ materially from the anticipated results and encourages investors to review other factors that may affect its future results discussed in the Company’s filings with the SEC, which are available for review at www.sec.gov. The Company undertakes no obligation to update or revise publicly any forward-looking statements to reflect subsequent occurring events or circumstances, or changes in its expectations that arise after the date hereof, except as may be required by law.

Media Contacts:
Fatema Bhabrawala
Director of Media Relations
fbhabrawala@allianceadvisors.com

Dave Gentry, CEO
RedChip Companies, Inc.
TBH@redchip.com

Investor Relations Contact:
Adele Carey
VP, Investor Relations
ir@thebraghouse.com

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The Vanderbilt quarterback also spoke candidly about recruiting and the Commodores’ potential as a powerhouse in the new era of college football, thanks to NIL.

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Make a Gift | Invest in NIL | Purchase Tickets

We stand at a pivotal point in the history of college athletics — a time marked by seismic shift, unparalleled opportunity, and daunting challenges. In the last several years, we have witnessed the meteoric rise of Name, Image, and Likeness (NIL), the evolution of the transfer portal, and, most recently, the game-changing House/NCAA settlement. These narratives are not headlines; they are a foundational redefinition of what it means to be a student-athlete and a member of a university athletic program.

Make no mistake: change is imminent — and more is coming.

The House settlement, emerging from the consolidation of major antitrust cases against the NCAA and Power Four conferences, is poised to introduce direct revenue sharing with student-athletes in the 2025-26 academic year. This shift will reshape Eastern Michigan University Athletics, the Mid-American Conference, and the national college sports arena.

We believe that it is correct to confront this reality with sincerity, resolve, and compassion. In all honesty, this is a moment of definition — a moment that will test our will and our creativity. And in every test, there is opportunity.

We are ready to lead, and we invite the entire EMU family to join us:
• Stand behind our student-athletes with the Eastern Athletic Fund.
• Invest in NIL opportunities that benefit our university and our student-athletes.
• Attend games, buy tickets, and spread the word — your presence matters!

While this new reality may prove difficult, it also provides an opportunity to reaffirm our commitment to EMU, our student-athletes, and our storied legacy of excellence.

In this emerging world, I commit to keeping you informed and to working together actively to forge this evolving and revolutionary journey. Rest assured that Eastern Michigan Athletics is strong, together, and committed. 

Thank you for your unwavering support,

Scott Wetherbee
Vice President / Director of Athletics
Eastern Michigan University