Dave Portnoy's NFL Un-Banning Signals Barstool's Revival
In the high-stakes world of sports media, few stories capture the tension between rebellion and respectability like Dave Portnoy's journey with Barstool Sports. Once the ultimate outsider—arrested at NFL headquarters and dramatically ejected from a Super Bowl event—Portnoy's recent un-banning from Radio Row at the Super Bowl in San Francisco marks a pivotal shift. This isn't just a personal win; it's a sign of Barstool entering a new era, where the 'pirate ship' has evolved into a sleek yacht, partnering with giants like Fox and Netflix.
The Radio Row Comeback: From Banned to Beloved
On February 6, 2026, Dave Portnoy stepped onto Radio Row, the bustling hub of Super Bowl media, and was immediately swarmed by fans and reporters. Adorned with six replica Super Bowl rings—one for each New England Patriots championship—he embodied the triumphant return of a media maverick. '98.5, the Patriots’ radio network, asked me to come on and they got me the pass,' Portnoy told Front Office Sports. Unlike past scandals where Barstool personalities allegedly falsified credentials for Super Bowl media night, this entry was straightforward: a photo, a pass with his name and face, and no drama.
Portnoy's history with the NFL is checkered. In 2017, he was arrested outside NFL headquarters in New York for protesting the league's handling of anthem protests. At Super Bowl LII, he mimicked a dead fish as security dragged him out. For years, Barstool was persona non grata at league events. But now? 'I would say [the war with the league] has thawed,' Portnoy reflected. 'Time basically healed it.' An NFL spokesperson confirmed last week that Portnoy could attend the Super Bowl as a ticketed fan, but his Radio Row access suggests deeper reconciliation. Whether this extends to other Barstool stars remains unclear, as the league hasn't commented.
Barstool's Transformation: From Pirate Ship to Power Player
Barstool Sports started as a gritty Boston bar publication in 2003, but under Portnoy's brash leadership, it became synonymous with unfiltered sports commentary, podcasts, and viral antics. Portnoy often called it the 'pirate ship,' sailing against mainstream media's stuffy norms. That rebellious spirit led to clashes, like the short-lived 2017 ESPN show Barstool Van Talk, canceled after one episode amid internal backlash from then-president John Skipper.
Fast-forward to 2025, and Barstool is no longer the black sheep. Last summer, it inked a lucrative deal with Fox for Portnoy to join the Big Noon Kickoff pregame show. Even bigger: a multi-year pact worth over $10 million annually with Netflix to license video rights for hits like Pardon My Take (hosted by Dan 'Big Cat' Katz and Eric 'PFT Commenter' Sollenberger), The Ryen Russillo Show, and Spittin’ Chiclets. 'It’s kind of surreal, but at the same time it’s not,' Portnoy said. 'Media’s moving towards us. We were maybe a dirty secret in some of these boardrooms.'
This shift mirrors broader industry trends. Traditional outlets like ESPN have chased Barstool's young, engaged demographic—the elusive 18-34 crowd that powers social media and betting apps. Burke Magnus, ESPN's president of content, was key in greenlighting Barstool Van Talk nearly a decade ago and later bringing Pat McAfee on board. McAfee, a former Barstool host, now commands a $85 million ESPN deal. Magnus also signed ex-Barstool alums Taylor Lewan and Will Compton for Bussin’ With the Boys. 'They’ve wanted what we do the entire time,' Portnoy noted. 'They had a hard time navigating those waters within [ESPN].'
Agent Jerry Silbowitz of UTA, who brokered the Fox and Netflix deals, praised Barstool's model: 'Dave and Dan [Katz] and the whole team have built not just an incredible following but a scaled business that other big brands and platforms want to be a part of.'
Challenges in College Football Partnerships
Not every alliance has been seamless. When Fox signed Barstool, there was talk of Portnoy becoming a Big Ten advocate, leveraging his Michigan Wolverines fandom—much like Paul Finebaum's SEC boosterism on ESPN. But Portnoy stayed true to Barstool's contrarian edge. 'I think that’s what Fox thought would happen. It didn’t,' he admitted. Despite a 2025 ban from Ohio State's stadium, Portnoy boldly picked the Buckeyes over Texas in the opener, calling out SEC arrogance.
'You know when people turn to Barstool? When they need it,' Portnoy explained. 'When they’ve been arrogant for years. It started with sports talk radio, or newspapers when blogs showed up.' Barstool thrives on disruption, filling gaps left by legacy media. Yet, its growth has invited scrutiny: from gambling ties (Portnoy's One Bite pizza reviews often tie into betting content) to internal culture debates. Still, revenue streams—from merch to podcasts—have solidified Barstool as a $500 million-plus entity since Penn Entertainment's 2023 buyout.
What This Means for Sports Media's Future
Portnoy's un-banning isn't isolated; it's symptomatic of sports media's democratization. Platforms like Netflix and Fox recognize Barstool's authenticity resonates in an era of cord-cutting and TikTok clips. The NFL, facing its own image issues post-Deflategate and concussion scandals, benefits from Barstool's fan-driven energy. As Portnoy put it, 'The world changes, and it’s like, Hey, we need these guys.'
Looking ahead, expect more crossovers. With the Super Bowl LVIII spotlight (wait, 2026 edition), Barstool's presence could normalize its role in mainstream events. For fans, this means edgier coverage without the gatekeeping. Portnoy, ever the provocateur, warns against complacency: 'We're still the pirate ship at heart.' But in this new era, that ship is charting mainstream waters—and winning.
This thaw with the NFL underscores Barstool's maturation. From arrests to alliances, Dave Portnoy's story is sports media's underdog tale, proving disruption can lead to dominance.
