In a dynamic shakeup of the sports media landscape, FOX Sports and Barstool Sports have entered a sweeping content partnership that will bring Barstool’s unmistakable personality to FOX’s national platforms. The deal, unveiled in mid-July, encompasses television, digital, and live college sports coverage—uniting two of the most recognizable brands in sports media.

FOX Sports CEO & Executive Producer Eric Shanks expressed enthusiasm over the collaboration, describing Barstool as “authentic, bold, and original,” with a fanbase that resonates strongly with younger audiences. “We’re excited to welcome Dave Portnoy and Barstool Sports to the FOX Sports family,” Shanks said, pointing to the brand’s alignment with FOX’s evolving content strategy.

Barstool founder Dave Portnoy echoed that sentiment, calling the move a “massive opportunity” for his 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.”

Barstool Joins FOX’s College Football and Basketball Coverage

This fall, fans will see Portnoy take a seat on Big Noon Kickoff (BNK), FOX Sports’ flagship college football show. He’ll appear weekly, offering commentary rooted in his deep knowledge of the sport’s culture, rivalries, and traditions. Fellow Barstool personality Dan “Big Cat” Katz will also be a recurring guest on the show, further integrating Barstool’s perspective into FOX’s Saturday programming.

The Barstool-produced Barstool College Football Show will also join Big Noon Kickoff on location during select game weekends. The show, which has cultivated a loyal following on Barstool’s channels, will now expand its reach across FOX platforms, including the FOX Sports App, FoxSports.com, Tubi, and more. It is scheduled to air from 9:00 to 9:45 a.m. ET.

Portnoy, a proud University of Michigan alumnus, emphasized his excitement about being part of BNK’s coverage, especially when it comes to representing his alma mater on air. “It’s about time Michigan gets represented. Since we do run the conference, it’s only natural you have an alumni there,” he remarked.

Looking beyond football, Barstool will also contribute to FOX Sports’ college basketball programming. That includes involvement in the College Basketball Crown, a postseason tournament FOX introduced in April 2025, which returns next season after a successful debut.

FS1 to Launch New Daily Show Featuring Barstool Talent

As part of the broader deal, FS1 will introduce a new live, two-hour studio show airing weekdays and produced in partnership with Barstool. The program will feature a rotating cast of Barstool personalities, with frequent appearances from FOX Sports contributors as well. Though details like the show’s title and debut date remain under wraps, a dedicated Barstool studio is currently under construction in Chicago.

Portnoy described the upcoming series as an authentic expression of Barstool’s ethos. “Our cast of characters will be on it,” he said. “FOX Sports really wanted the Barstool feel. They want what makes us attractive, which is, you have a bunch of idiots just trying to get along in the world, make people laugh.”

Barstool and FOX Eye Bigger Impact in Digital Media

Beyond traditional programming, both companies aim to capitalize on their digital strength. Barstool’s popularity in the online sports and lifestyle space complements FOX’s digital initiatives, setting the stage for co-branded online content that taps into current trends and conversations. According to FOX, the partnership will allow both brands to leverage their unique personalities and talent to drive even deeper engagement online.

“Their unique voice and loyal fanbase makes them a natural fit for our evolving multiplatform content strategy,” said Shanks.

Portnoy reflected on past attempts to team up with major networks—most notably ESPN—and explained why those partnerships didn’t work out. “When we did the ESPN deal, they looked like they had a sour taste in their mouth every time they looked at me,” he said. “They wanted nothing to do with Barstool. They were embarrassed by it.” However, ESPN did make a successful deal with Penn Entertainment, the sports betting giant that acquired Barstool Sports in 2023.

By contrast, he described FOX’s approach as welcoming and aligned with Barstool’s identity. “Fox is the exact opposite. They’re embracing everything they do,” Portnoy said. “They’re embracing why people like us. They are basically [going to] be a true partner.”

The sports media community and fans alike have had mixed reactions to the announcement. Some questioned Portnoy’s addition to Big Noon Kickoff, while others were optimistic about what his presence could bring to casual viewers. “He will make it watchable to the not so enthusiastic college sports fan,” one supporter wrote online. Another user summed up the sentiment: “Hyped for Barstool’s fresh take on college sports.”

As both entities prepare to roll out this expansive collaboration, Portnoy remains confident in its potential. “It’s a totally new chapter for us,” he said. “We’ve never partnered with a network as big, as many resources, as much talent as FOX Sports that is invested in us. They’re as excited about it as we are. So, you know, the sky’s the limit.”