Dave Portnoy says FOX Sports wants more Dallas Cowboys talk on Wake Up Barstool. The Barstool Sports founder revealed the network’s guidance during Monday’s FS1 broadcast.
What We Know: Portnoy opened Monday’s show with the Cowboys’ Sunday Night Football loss to the Green Bay Packers. During the segment, he said network executives have requested that the morning program engage in more Dallas Cowboys conversation. In his remarks, Portnoy called the suggestion a “ratings thing” but also questioned the validity of the notion that Dallas Cowboys chatter equals better ratings.
What They Said: (All quotes via Wake Up Barstool):
Dave Portnoy on FOX Sports suggesting to talk more Dallas Cowboys on Wake Up Barstool: “Are we going to talk about this game? The Cowboys. We get notes, by the way, from Big Fox. The big boys at FOX Sports. You can never talk enough about the Dallas Cowboys. Talk more about the Cowboys. Cowboys put butts in seats. Everyone wants to hear about the Cowboys. Why?”
Dave Portnoy quotes what he’s been told about talking about the Dallas Cowboys: “The big wigs, the suits. Talk Cowboy. They get on their bat phone the red phone and that’s how it works boys. For all the people out there do networks tell you what to talk about or what you can’t talk about some situations. A direct quote. You can never have enough Cowboys talk and never enough LeBron talk. [I] swear to God.”
Dave Portnoy believes the Dallas Cowboys are not worth talk about: “They have been an irrelevant gaggle of losers for a long time that we continue to talk about. They stink ad never were going to be good this year. This is a ratings thing, I guess. Talk about the Cowboys. What has there been to talk about the Cowboys for a decade? The Cowboys are not good. They haven’t been good for a long time. The network, the big suits up in their ivory towers, want us to talk about the Cowboys. What do you want us to say about the Cowboys?”
What Remains Unclear: FOX and Barstool launched their partnership in July 2025. Initially, the deal included a two-hour weekday morning show and Big Noon Kickoff appearances. Wake Up Barstool remains intact, though it’s unclear how often executives send programming notes. Additionally, it’s uncertain whether Portnoy will keep honoring them on air.
What It Means: It’s no secret that ESPN has found daytime ratings success by leaning on the Dallas Cowboys for content. In addition, FOX apparently wants the same formula for its morning show with Barstool Sports. However, the request tests how much control Barstool keeps over its voice on the morning program. Moreover, it will be interesting to note how much added coverage of the Cowboys Wake Up Barstool commits to moving forward.
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