Why it’s online-onlyĬBS televised the game last year but declined to televise it with Barstool Sports as the title sponsor, leading Barstool Sports to buy the broadcast rights to the game. In some cases, it’s gotten downright awkward. Most of the unusual reaction to this game stems from this reputation, its stature in the sports media market or both. While there's no question that money drives many of the ambitions behind college football, there are another 300 or so athletes and thousands of students who will have this decision reflected upon the institution where they will receive their degree.” “It's difficult to see a justification for any institution of higher education to align their brand with a sponsor like Barstool,” said Nancy Lough, a professor at UNLV with expertise in sports marketing and sponsorship.
That company’s share price then dropped 20% on the day Business Insider published allegations of sexual misconduct against Portnoy, which he denied. The company was valued at $450 million last year when Penn National Gaming, a gambling company, bought a 36% ownership stake in it. Its followers have been known to cyberbully those who cross ways with Portnoy and others at Barstool Sports.īut it’s no small brand. He and the company have been accused of racist and misogynistic conduct, including using a racial slur and joking about rape: “Though I never condone rape, if you’re a size 6 and you’re wearing skinny jeans you kind of deserve to be raped, right?" Portnoy stated in 2010.Īs a media company, Barstool Sports caters to a male audience with its commentary on sports and pop culture, along with photos of scantily clad women. The headlines often focus on the company founder, Dave Portnoy, the face of the Barstool brand. “The problem is people stop at the headlines and don’t get to know the company the way we’ve gotten to know the company.” “When you get to know the company and just not read the headlines, our decision to make Barstool Sports our title sponsor becomes absolutely easier to understand,” Adair told USA TODAY Sports.
Rock singer Scott Stapp is set to perform at halftime, and Adair predicts the game’s production “will be as high-quality or better than we’ve ever had before.” This model and the Barstool Sports audience could attract a large viewership of new and younger consumers, along with a digital production that will use 36 cameras instead of the estimated 16 it used before when televised by CBS, Adair said. Instead of being broadcast on traditional TV, the game will be streamed on the website and social media of its title sponsor, Barstool Sports, a digital media company that is blowing up the traditional bowl game business model in ways good and bad, depending on the viewpoint.Īdair described the game’s digital distribution model as being at the “tip of the spear” in the media marketplace, much like streaming giant Netflix, except no paywall. “We are also in direct communication with their chief executive officer, who is keeping us up to date in many of the actions that they are taking to mobilize their brand for the betterment.”Īdd it all together and this sounds like some kind of backwater bowl game, headlined by the most objectionable title sponsor in bowl game history.Īctually, it’s the opposite, said the game’s executive director, Kym Adair. “We are aware of the issues with Barstool leadership,” CMU President Bob Davies replied.
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