From: officialflagrant

Dave Portnoy, founder of Barstool Sports, discusses numerous challenges inherent in running a major media company, from navigating public perception and controversy to managing rapid growth and internal dynamics.

Barstool Sports often faces scrutiny and strong opinions due to its content and its founder’s public persona [08:40:00]. Portnoy states that Barstool tries to remain apolitical, aiming to appeal to a broad audience, citing the “Republicans buy sneakers” mentality [02:52:00]. However, this neutrality is frequently challenged by external perceptions.

Political Polarization

Portnoy acknowledges that his interviews with figures like Donald Trump [01:50:00] and appearances on platforms like Fox News [17:48:00] lead to Barstool being perceived as politically aligned, particularly by those not closely following their content [19:49:00]. He emphasizes his disdain for political extremes and his nuanced views on issues like Colin Kaepernick’s protests [18:08:00] and abortion rights [27:11:12]. Despite supporting positions often associated with the left, Portnoy notes a lack of support from that side, feeling that they “just want to rip my throat out” [27:46:00].

Scrutiny Over Past Content and Statements

The company faces ongoing challenges from past content being recontextualized during new social movements. Portnoy cites the example of a clip where he sang a song containing the N-word during a promotional event for Ja Rule and Ashanti [22:25:00]. Though it went unnoticed for five years, it resurfaced during the Black Lives Matter movement, leading to accusations of racism [23:18:00]. He admits he would “never sing it, never say it in that context again” [26:27:00].

Similarly, an older clip discussing Colin Kaepernick’s protests was cut to present Barstool as opposing his actions, despite the full conversation acknowledging the legitimacy of protesting police brutality [24:50:00]. Portnoy states that Barstool’s historical content, spanning 20 years, remains publicly accessible, asserting that if they were truly bigoted, there would be more examples [37:21:00].

Media manipulation and journalism integrity

Portnoy heavily criticizes outlets like Business Insider, describing their model as focused on “salacious headlines for clicks” and accusing them of maliciously distorting facts [12:57:00]. He recounts instances where they sought to publish false accusations, relying on sources without due diligence [13:42:00]. In one case, a leaked draft allowed him to proactively counter false claims, proving that the publication was prepared to print inaccuracies [15:00:00].

“People who like Trump are like what a great interview, people don’t like Trump it’s like you were doing softballs. It’s like I don’t know nothing about politics like how deep can I get, the first question was a hardball.” [03:41:00]

He believes Barstool is targeted because of its influence and lack of external control, making it “radioactive” to certain political or media factions [33:35:00]. He recounts ambushing a reporter at her home to confront her about potentially false reporting, highlighting the extreme measures he takes to defend his reputation [14:15:00].

Managing High-Profile Talent and Controversies

The “Call Her Daddy” podcast dispute exemplified the challenges of managing popular talent [07:46:00]. Portnoy revealed that the hosts planned to leave, leading to a public controversy that ultimately benefited Barstool by attracting new fans due to his transparency [08:39:00].

He also faced a situation with a former employee, Francis, who wrote a controversial blog post about a missing girl shortly after she was found murdered [21:30:00]. Portnoy describes firing Francis as an easy decision because Francis was seen as self-serving rather than loyal to Barstool, and the content was unacceptable [22:19:00]. This highlights the difficult balance between protecting the company’s image and managing internal talent.

Business Evolution and Growth

Barstool Sports originated as a gambling newspaper in Boston in 2004 [39:54:00]. Portnoy describes its organic evolution, from printing physical newspapers to incorporating “men’s interest” content like local girls on the cover, which significantly boosted advertising revenue [41:07:00].

Adapting to New Media and Markets

The company’s growth involved leveraging new platforms and audiences:

  • TikTok: Barstool strategically partnered with TikTok sensation Josh Richards to reach a new, younger audience unfamiliar with Barstool’s 20-year history [05:30:00].
  • Concert Tours: Early tours, like “Stoolapalooza” and the “Blackout Tour,” served as market research to gauge Barstool’s reach beyond Boston [43:33:00]. These events proved the strength of their direct connection with fans, who cared more about Barstool itself than the musical acts [47:02:00]. Despite financial risks and public safety concerns (riots, overdoses), the tours helped fund Barstool’s next phase [48:35:00].
  • Geographic Expansion: After proving its popularity in New England, Barstool expanded by opening offices in cities like Chicago, New York, and Philadelphia, replicating its model with local talent [49:28:00].
  • Investment and Professionalization: A significant investment in 2016 by The Chernin Group and the hiring of CEO Erika Nardini helped accelerate growth by professionalizing operations and attracting advertisers [50:50:00].

The Power of Authenticity

Portnoy attributes the viral success of his “pizza reviews” to their organic nature, honesty, and showcasing authentic New York characters [07:56:00]. These reviews can significantly boost local businesses, demonstrating Barstool’s direct impact on local economies [09:30:00]. He now refrains from “crushing” places, recognizing his influence on their livelihoods [09:55:00].

Internal Dynamics and Culture

Portnoy emphasizes a competitive, performance-driven culture within Barstool. He sees it as an “athletics vibe,” where individuals “win by yourself” through hard work and good content [30:44:00]. This fosters a highly competitive environment, likened to “SNL where everyone’s fighting for air time” [31:23:00].

“I will be very strongly fiercely loyal to people I’ve perceived be loyal to me.” [18:58:00]

Loyalty is a paramount value for Portnoy [18:33:00]. He maintains fierce loyalty to early employees who took risks to join Barstool [23:44:00], even if their talent doesn’t always match, though he admits to a shift towards expecting production in new hires due to corporate expansion [19:27:00].

Personal Impact and Resilience

Portnoy maintains a grounded perspective despite his success, attributing it to his non-privileged upbringing and his long journey to financial stability [11:11:00]. He still appreciates simple things and avoids cutting lines, remembering his past experiences [11:35:00].

Dealing with constant criticism and false accusations is a significant challenge. While he tries to be resilient, the personal nature of attacks, especially those affecting his family and relationships [53:54:00], still bothers him [58:11:00]. He states he knows what he’s done and hasn’t done, which provides a degree of mental protection [1:00:59].

Portnoy also uses a unique method of motivation: keeping champagne bottles engraved with the names of people he dislikes in his office, waiting for the right moment to pop them [58:29:00]. This indicates that while he endures public hatred, he also uses it as fuel for his continued drive and work ethic [59:00:00]. He equates this to the “MJ mentality” of thriving on perceived slights [59:00:00].