Fox Sports Partners with Barstool Sports to Target Younger Audience

In a strategic move to reshape sports broadcasting, Fox Sports and Barstool Sports have announced a comprehensive partnership aimed at integrating Barstool's distinctive content and personalities into Fox's programming. This collaboration, unveiled in July 2025, signifies Fox Sports' effort to attract a younger demographic and diversify its content offerings.

As part of the agreement, Barstool founder Dave Portnoy has joined Fox's "Big Noon Kickoff" college football pregame show, bringing his unique perspective to the broadcast. Additionally, the partnership has led to the creation of "Wake Up Barstool," a two-hour daily morning show on FS1, which debuted on September 2, 2025. The show features a rotating cast of Barstool personalities, including Portnoy, Dan "Big Cat" Katz, and Eric "PFT Commenter" Sollenberger, delivering candid sports discussions and interviews.

Fox Sports CEO and Executive Producer Eric Shanks expressed enthusiasm about the collaboration, stating, "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 make them a natural fit for our evolving multiplatform content strategy."

Portnoy echoed this sentiment, saying, "Everybody at Barstool is super excited to partner with the Fox Sports family. In our two-decade history, we've never had the chance to work with so much talent and resources. We can't wait to collab and bring our voice to Fox Sports' airwaves."

The partnership also includes the integration of Barstool's content into Fox's college football and basketball coverage. The "Barstool College Football Show" will air across Barstool-owned channels from 9:00-9:45 AM ET, as well as on Fox platforms including Tubi, the Fox Sports App, and FoxSports.com. The show will feature appearances from Fox Sports' "Big Noon Kickoff" talent and will join "Big Noon Kickoff" on-location for select games throughout the college football season.

Barstool Sports, founded by Portnoy in 2003, has grown from a sports betting newspaper in Boston into a full-fledged online media outlet, hosting blogs and podcasts covering sports and pop culture. The company is known for its candid and irreverent content, which has attracted a dedicated audience primarily composed of young men aged 18-35.

Fox Sports, a major sports broadcasting network in the United States, is recognized for covering a wide range of sports events, including NFL, MLB, and college football. By integrating Barstool's content, Fox Sports aims to attract a younger, digitally-savvy audience, potentially increasing viewership and engagement.

The collaboration reflects a trend in sports media towards more informal and personality-driven content, moving away from traditional broadcasting styles. Barstool's content style, known for its candidness and humor, may influence the tone and presentation of sports media, leading to a shift in industry standards.

While media partnerships are common, the integration of a digital-first, non-traditional media company like Barstool into a major network's programming is relatively novel. This partnership aligns with broader industry trends where traditional media companies collaborate with digital platforms to stay relevant in a rapidly changing media landscape.

The partnership between Fox Sports and Barstool Sports represents a significant development in the sports media industry, highlighting the evolving nature of content creation and distribution. By leveraging Barstool's unique brand and audience, Fox Sports aims to enhance its programming and appeal to a broader demographic, signaling a shift towards more integrated and diversified media collaborations.