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8.21.19
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Frats Are Signing “Exclusive Contracts” to Use Tinder or Bumble

August 14th 19__Dan Robitzski__Filed Under: Future Society
Victor Tangermann

Swiping In

Dating apps Tinder and Bumble are quietly partnering with fraternities at University of Texas, signing “exclusive contracts” that bring the frats more money in exchange for promoting the app to fellow students.

That promotion has taken the form of requiring students to download the app before being let into a party, where the frat would get a commission per download, according to Houston Chronicle — a weird monetization of college culture in the age of online dating.

Paid Partnership

An anonymous frat member told Houston Chronicle that the deal was mutually beneficial: a frat that signs up to be a Tinder or Bumble house gets more money, branded gear, and sponsored parties. In exchange, the dating apps get guaranteed growth in their target demographics.

But neither app would clarify to Houston Chronicle the extent to which they had partnered with college students or Greek life organizations.

“I think parents would want to know this,” Joell McNew, president of the University of Texas community safety organization Safehorns, told Houston Chronicle. “It’s an awareness issue. We’re still parents, regardless of how old you are.”

READ MORE: Tinder, Bumble dating profiles required for entry at some Texas frat parties [Houston Chronicle]

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