The Big 12 Conference is making headlines this week by embracing one of college football’s most polarizing media personalities: Dave Portnoy, founder of Barstool Sports. In a move that starkly contrasts with recent actions by the Big Ten and Ohio State, Big 12 commissioner Brett Yormark and all 16 athletic directors held a 40-minute conference call with Portnoy on September 3, 2025, to discuss an unprecedented partnership for the remainder of the 2025 college football season.
This call, confirmed by multiple sources including Yahoo Sports, The Athletic, and Front Office Sports, was anything but routine. Instead of limiting access, Yormark and the Big 12’s leadership offered Portnoy what was described as a “blank canvas” of engagement opportunities. According to Ross Dellenger of Yahoo Sports, the league emphasized its full support for integrating the Barstool brand across Big 12 campuses, starting immediately with the highly anticipated Iowa State versus Iowa rivalry game in Ames on September 6, 2025.
The timing of this move is no accident. Just a week prior, Portnoy found himself at the center of controversy when Ohio State and the Big Ten, in agreement with Fox, barred him from entering Ohio Stadium during the Texas-Ohio State matchup. Portnoy, a Michigan graduate and outspoken critic of Buckeyes head coach Ryan Day, had ruffled feathers with critical comments in 2024 and continued to troll the Ohio State fan base during his debut on Fox’s "Big Noon Kickoff." As Portnoy put it on air, “These people can boo me all they want. What happens if you lose to Michigan again this year. [Ryan Day] could be out. There’s a reason I’m not allowed in The Shoe today. Because he’s soft and Michigan has broken him.” (as quoted by The Spun).
While Ohio State athletic director Ross Bjork later clarified that Fox made the final call on who would be allowed on the main desk and field, the optics were clear: Portnoy and Barstool Sports were not welcome inside The Horseshoe. Bjork stated, “Ohio State did not issue a ban on Dave Portnoy... Fox decided Portnoy would not be on the main desk of Big Noon Kickoff and those not on the desk do not normally appear on the field. These are Fox decisions, he emphasized,” as reported by Yahoo Sports.
The Big 12, however, is charting a very different course. According to sources cited in The Athletic and On3, the conference is not just welcoming Portnoy, but actively seeking to capitalize on the attention his persona brings. The conference’s leadership discussed having Portnoy and Barstool present for Big Noon games, starting with the Iowa State-Iowa clash, and even extending the opportunity for Big 12 coaches and other affiliates to appear as guests on Barstool’s FS1 show and other Barstool programming. The discussions weren’t limited to football—men’s and women’s basketball and other sports were also on the table for expanded coverage and collaboration.
Iowa State athletic director Jamie Pollard made the Big 12’s stance crystal clear with a pointed tweet: “Iowa State is not Ohio State – Dave Portnoy and @barstoolsports will be live from the Reiman Plaza Saturday as part of Fox’s Big Noon Kickoff.” This direct statement not only signaled Portnoy’s welcome in Ames but also drew a sharp contrast with Ohio State’s more restrictive approach. When asked about Pollard’s comments, Bjork responded diplomatically, “Jamie’s a good friend, I’ve known him for a long time. So I’ll have to check out what he means by ‘Iowa State is not Ohio State.’”
For Portnoy, this new chapter with the Big 12 is more than just a media gig. It’s an opportunity to bring Barstool’s irreverent, unfiltered style to a conference eager to differentiate itself from the traditional powerhouses of college sports. “This is a unique spot for me because I always just sling it and say what’s happening. Barstool is an independent pirate ship. We work for ourselves,” Portnoy said in a recent post, highlighting the brand’s appeal among younger audiences and its reputation for pushing boundaries.
The partnership also reflects the Big 12’s broader strategy under Yormark’s leadership. The conference has not shied away from innovative or unconventional moves, recently announcing a partnership with WWE to host Friday night WWE SmackDown events before select Big 12 games. Yormark’s vision is clear: “Our best days are ahead. We’re like a growth stock. I’m very excited about our future and where we are.”
In practical terms, this means Portnoy and Barstool will have a visible presence at Big 12 events, starting with the Iowa State-Iowa game at Jack Trice Stadium. Unlike last week’s drama in Columbus, Portnoy will be allowed inside the stadium and on the set with the full Big Noon Kickoff crew, which includes Urban Meyer, Matt Leinart, Brady Quinn, Mark Ingram, Chris “The Bear” Fallica, and host Rob Stone. Hall of Famer Charles Woodson is also expected to appear on special occasions.
However, not everyone is thrilled with the Big 12’s embrace of Barstool Sports and its controversial founder. Critics argue that Portnoy’s bombastic style and history of stirring the pot could overshadow the games themselves or alienate certain fans. But for the Big 12, the potential to attract a younger, engaged audience appears to outweigh those concerns. As one league source told The Athletic, “I think the Big 12 wants to create a stark contrast to the relationship between Barstool and the Big Ten.”
For Fox Sports, which partnered with Barstool this summer, the collaboration is a strategic move to boost college football coverage and tap into Barstool’s massive following. The network’s decision to add Portnoy to the Big Noon Kickoff team was part of a “wide-ranging collaboration” designed to generate buzz and draw in new viewers.
With the season just heating up, all eyes will be on Ames this Saturday to see how this new alliance plays out on live television. Will Portnoy’s presence energize the Big 12 fan base and set a new tone for college sports coverage? Or will the partnership spark further debate about the role of media personalities in shaping the college football narrative? One thing’s for certain: the Big 12 isn’t afraid to shake things up.
As the conference leans into the spotlight, the rest of the college football world will be watching to see if this bold strategy pays off, both on the field and off. Whether fans love him or love to hate him, Dave Portnoy’s impact on the 2025 college football season is already undeniable—and it’s only September.
