As Super Bowl LX approaches in San Francisco, Barstool Sports founder Dave Portnoy makes a triumphant return to the festivities, after nearly a decade of being sidelined by the NFL. Settling into a black sofa at the Golden Gate Tap Room, Portnoy expresses his excitement: “It’s good to be back. It feels like old times.” This sentiment resonates deeply with fellow New England Patriots fans, especially after a seven-year hiatus from the Vince Lombardi Trophy, once a staple for the franchise.
Portnoy’s previous Super Bowl experience in February 2019 was notorious, as he spent the game in a jail cell after sneaking into an NFL media day. This year, however, he has his sights set on enjoying the game from the luxury of a suite, having secured 10 seats for $450,000. His week-long activities include three episodes of “Barstool Live” from the tap room, reflecting his determination to maximize publicity while celebrating his team’s return to the big game.
Clad in a Patriots cap and jacket, Portnoy’s attire announces his loyalty, with a shirt proclaiming support for the team’s promising quarterback, Drake Maye. The atmosphere at the Golden Gate Tap Room buzzes with energy as Barstool fans begin to arrive for the pre-game festivities.
While Portnoy carries the weight of a controversial past—facing accusations ranging from gambling debts to sexual misconduct—his success with Barstool Sports is hard to ignore. Originally a free newspaper in Boston, Portnoy’s gamble on developing Barstool into a multimedia empire appears to have paid off remarkably well. Following a $551 million sale, he bought the company back for just $1 last year, showcasing his undeterred commitment and passion for his creation.
Despite their controversial reputation, Barstool Sports has built a massive following, claiming 66 million monthly unique users, with a demographic largely comprising young men aged 18 to 34. Their content—including sports, gambling, and humor—has resonated powerfully with this audience. Portnoy acknowledges the chaos that comes with their recruitment strategy, which favors interesting and engaging personalities over traditional broadcasting methods. He believes this approach has helped to create a unique and successful media presence in an era where conventional sports journalism struggles.
As the Super Bowl nears, Portnoy remains focused on enjoying the moment while reflecting on his rollercoaster journey. “We’ve come a long way since I started,” he notes, indicating not only his personal growth but also the evolution of Barstool Sports. With paid staff accompanying him to the game, Portnoy understands the importance of his team, expressing concern about their livelihoods and futures amidst the unpredictable nature of the media industry.
Facing challenges from critics—some of whom accuse Barstool of promoting toxic masculinity and gambling—Portnoy stands firm in his approach. “It’s an unbelievable ride,” he emphasizes, willing to embrace the complexity of being both a public figure and a businessman.
As the crowd gathers and excitement builds, Portnoy is gearing up for an experience that promises to be different from the tumultuous past events. For him, Super Bowl weekend is not just about enjoying a game; it’s a celebration of resilience, growth, and the community he has fostered over two decades. Amid the chaotic landscape of sports and media, Portnoy’s indomitable spirit shines through; he is ready to witness yet another chapter in the storied legacy of the Patriots.