Barstool Sports founder Dave Portnoy is going into business with one of the four Power Conferences.
Ross Dellenger of Yahoo Sports reported that Big 12 commissioner Brett Yormark and the league’s athletic directors held a call with Portnoy on Wednesday about integrating the Barstool brand across the conference’s campuses. Portnoy was offered a “blank canvas” of engagement opportunities with the conference.
In a post on X, Portnoy confirmed that the call took place and that he is “very excited to work with the Big 12.”
I can not confirm or deny this conference call took place. Gun to head I’d say it probably took place and @barstoolsports is very excited to work with @Big12Conference https://t.co/3dv09OsamL
— Dave Portnoy (@stoolpresidente) September 3, 2025
Front Office Sports confirmed that Portnoy will be welcomed by the Big 12 starting with Saturday’s game in Ames, Ia. between Iowa and Iowa State.
Big 12 schools will allow Dave Portnoy on their fields following a call the conference had with Portnoy, a source confirms to FOS.
— Front Office Sports (@FOS) September 3, 2025
Big Noon Kickoff and Barstool Sports will be in Ames this weekend for Iowa-Iowa State. pic.twitter.com/yJzgZp7dNf
Portnoy’s influence continues to grow, particularly across college athletics. FOX Sports recently added him to their “Big Noon Kickoff” show, though that led to some issues during their season-opening broadcast at Ohio State. In light of Portnoy’s issues with a Big Ten powerhouse, the Big 12 may have seen an opening to cement a stronger relationship.
Portnoy does not really have any existing ties to the Big 12, which is not the case with the Big Ten. He is, however, great at promoting himself and whoever he is working for, so the conference probably sees plenty of advantages to some sort of partnership.
