The Big 12 is exploring a partnership with Barstool Sports, opening doors for cross-promotion and reshaping college sports media strategies.
Conference Considers New Media Partner
The Big 12 Conference is in discussions with Barstool Sports about a potential collaboration, according to reports confirmed Wednesday. Commissioner Brett Yormark and conference athletic directors reportedly held a 40-minute call with Barstool founder Dave Portnoy, describing the talks as a “blank canvas” for partnership opportunities.
Why Barstool Is Back in Play
The timing is striking given Barstool Sports’ rocky past with college athletics. Ohio State previously banned the company from hosting its college football show in Columbus, while Portnoy himself was barred from entering Ohio Stadium. Despite the controversies, the Big 12 appears open to leveraging Barstool’s large, digitally engaged audience.
Reaction From Barstool Leadership
Portnoy responded positively to the news, telling reporters that Barstool is “very excited to work with the Big 12 Conference.” His comments signal an eagerness to re-enter the college sports space in a more official capacity, potentially giving the media brand direct access to millions of fans across the Big 12’s member schools.
How Universities Are Weighing In
Not all schools are opposed to Barstool’s presence. Iowa State athletic director Jamie Pollard recently posted on X, playfully contrasting Ohio State’s restrictions with the Big 12’s openness to hosting the Barstool College Football Show. This suggests some Big 12 schools see value in embracing the brand despite its polarizing image.
The Bigger Picture for College Sports
A potential partnership could allow both sides to amplify reach through cross-promotion. Barstool would gain legitimacy by aligning with a major athletic conference, while the Big 12 could tap into Barstool’s younger, digital-first fanbase. The conference has already shown a willingness to pursue unconventional deals, including a 2023 partnership with WWE.
What Comes Next
No formal agreement has been announced, but discussions between the Big 12 and Barstool appear to be ongoing. If finalized, the deal could reshape how conferences engage with fans, blurring lines between traditional sports media and entertainment-driven platforms. For now, the sports world is watching to see whether this bold idea turns into a landmark partnership.
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