When FOX Sports made headlines by cancelling three of its weekday programs on FS1, the goal of the moves was to rethink how to compete. ESPN simply has had the advantage from the beginnings of FOX Sports creating FS1. More history. Bigger names. More familiarity with the audience. More availability in homes to be viewed.
When looking around the landscape of what FOX Sports could do, and what talents they could bring in, one thing is clear. The goal to gain younger audiences in a cord-cutting world is getting harder. Yet the sports networks continue to do what they’ve always done.
Today, younger viewers prefer personalities over analysis. Younger audiences want fun over substance. FOX Sports turned what began as a zero earlier this week into a hero when they landed the single most important network television signing of the entire calendar year: Dave Portnoy of Barstool Sports.
FS1 Has Never Gotten off the Ground
You may forget—and likely you have—FOX Sports launched FS1 twelve years ago. Remember when they thought Regis Philbin and Katie Nolan made for great television together?
The channel for the network just hasn’t gotten off the ground. Gone are the days of Skip Bayless yelling at Lil Wayne and Jay Onrait and Dan O’Toole attempting over-the-top humor when trying to deliver serious sports headlines.
FOX Sports understands that the time to shift the paradigm is now. Enter Dave Portnoy and Barstool Sports.
Sports networks have continued to struggle to attract younger audiences because they don’t think like younger audiences. Digital brands like Barstool Sports, Jomboy Media, and others have navigated a way to connect and embrace the coveted 18–34 market unlike any traditional sports network has.
Personality over analysis. Fun over substance.
Portnoy Has More Impact Than Jordan on NBC, Brady on FOX
Dave Portnoy will now be a part of Big Noon Kickoff, and Barstool Sports content will begin to fill the holes of recently departed programming on FS1. That’s a bigger deal than Michael Jordan signing to NBC Sports. That’s a bigger deal than Tom Brady signing with FOX Sports.
Why?
Will NBC Sports gain more of a younger audience from a 62-year-old G.O.A.T. than FOX Sports with El Presidente? I’d be willing to bet not.
America’s Game of the Week has always drawn massive viewership. Is there more of a younger crowd coming to the game broadcast because Tom Brady is on the call? Of course not.
Simply put, FOX Sports is taking what their competition did and amplifying it to a new level.
What ESPN did by arranging a licensing deal with Pat McAfee has now opened the floodgates for other networks to try and do the same. Licensing agreements cost less than building a roster of your own talent where the payoff would either be the same or less.
Bringing in proven commodities for a discounted rate makes sense for networks. No need for former athletes and their expertise on current events. Viewers want personalities they can connect with, laugh with, and get better and more appealing content from.
Younger viewers want personality over analysis, and fun over substance.
How FOX Sports, Barstool Sports Both Benefit
The win for FOX Sports is Portnoy brings an audience and attention that extend beyond just what happens on Saturdays. Portnoy is a lightning rod for criticism but battles back with a devoted fan base and expansive reach because of his no-holds-barred approach to content. Everything is content, including eating slices of pizza for millions of views.
Personality over analysis. Fun over substance.
The win also will extend to FS1, where Barstool Sports content will call home potentially at all hours every day of the week. Would Pardon My Take discussing the Mount Rushmore of breakfast cereals do better numbers than Breakfast Ball? If Barstool Chicago executed a Dog Walk on best sandwiches, would that garner more interest from an audience than anything on The Facility?
Personality over analysis. Fun over substance.
The win for Barstool Sports is a second try at national television exposure. FOX Sports has partnerships with the NFL, MLB, FIFA, NASCAR, LIV Golf, UFL, and the PGA. What’s to say that FOX Sports can’t collab with Barstool on inserting some of their talent into the network programming, expanding reach, and gaining a younger audience? How about Tom Brady doing a weekly podcast with Dave Portnoy on Barstool’s IP? Could you imagine what the Barstool Golf crew could think up to draw more viewership to LIV?
Personality over analysis. Fun over substance.
Why pay the freight to produce, edit, and build sets when you can simply just buy content to show on your network? Younger viewers want to be entertained, not educated. Younger viewers want fun, not depth. They want to feel part of a group and crave engagement.
This Aint Your Daddy’s Barstool Sports
This isn’t the Barstool Sports that ESPN agreed to air Barstool Van Talk with. Today, it’s a more mature and viable company that reaches young, old, men, women, and all races and creeds. It’s a global enterprise with only more land to conquer in the traditional media space.
By simply having the conversation, FOX Sports was thinking differently—which benefits everybody involved.
What ESPN did with McAfee may be what awakens a sleeping giant in FOX Sports.
Saturdays are for the boys have a new meaning. Game on!
Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.





