Fox Sports and Barstool Sports have set what they describe as a “wide-ranging collaboration,” with resources to be shared across digital platforms, the Fox network and cable’s FS1.
Under the partnership, Barstool founder Dave Portnoy will appear on top-viewed college football pregame show Big Noon Kickoff. There will also be a new weekly addition, the Barstool College Football Show.
Along with ESPN’s College GameDay, Kickoff is a major platform for the sport, drawing large crowds in its visits to various campuses over the course of the season. GameDay recently made a similar move to spice up the show with a digital personality, adding Pat McAfee as part of a broader agreement with the prominent YouTube host.
Other Barstool talent, including Dan Katz (aka “Big Cat”), will also appear on the pregame show. Fox’s Saturday broadcasts of college football often rank among the year’s top viewership draws. The network’s college basketball coverage will also feature Barstool personalities.
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In building the company in sui generis fashion from humble beginnings in Boston, Portnoy has been accused of fostering a misogynistic culture. The company’s growth has been supercharged by social media, with Portnoy’s following of millions drawn to his social videos, which often go well beyond the realm of sports.
Also in the works under the team-up is a new daily studio show on FS1, whose ratings have lagged far behind ESPN’s since the network launched more than a decade ago. In advance of Thursday’s announcement, FS1 had ended several daily studio shows in a programming shuffle.
“We’re excited to welcome Dave Portnoy and Barstool Sports to the Fox Sports family. Dave has built a one-of-a-kind brand that connects with a new generation of sports fans – authentic, bold, and original. Their unique voice and loyal fanbase makes them a natural fit for our evolving multiplatform content strategy,” said Eric Shanks, CEO and Executive Producer, Fox Sports.
Portnoy said the pact marks a milestone for the company. “In our two-decade history, we’ve never had the chance to work with so much talent and resources,” Portnoy said. We can’t wait to collab and bring our voice to Fox Sports’ airwaves.”