The Big 12 Just Made a Bold Move With Barstool

Big 12 commissioner Brett Yormark and the league’s athletic directors held a 40-minute call today with Barstool Sports founder Dave Portnoy. According to reports, Portnoy was offered a “blank canvas” of engagement opportunities across Big 12 campuses, with full support from league leadership to integrate the Barstool brand into events and culture.

The partnership begins immediately, with Barstool expected to have a presence at this week’s Iowa State–Iowa game. From there, the Big 12 is positioning itself to become a platform for Barstool’s content engine, blending social media reach with on-campus engagement.

This is not just a one-off collaboration. Yormark and the Big 12 have made it clear that Barstool is being welcomed into the fold, not just tolerated. That means content access, branding flexibility, and the freedom for Barstool’s creators to put their stamp on the league’s media environment.

The move reflects Yormark’s aggressive approach to expanding the Big 12’s national footprint. While other conferences focus on traditional TV contracts, the Big 12 continues to lean into digital-first partnerships, fan-driven content, and outside-the-box media plays. Bringing Barstool into the mix fits that blueprint.

Portnoy and Barstool have long operated as disruptors in the sports media space. Their blend of humor, controversy, and fan culture has earned them both massive followings and plenty of critics. With this Big 12 partnership, they now have a direct lane into college football’s weekly rhythm.

The timing is no accident. The league is entering a new era with its expanded membership and revamped schedule. Giving Barstool access now signals a desire to speak directly to younger audiences and rethink how engagement works on Saturdays.

Whether this partnership changes the media landscape or stirs backlash remains to be seen. But one thing is clear—Portnoy now has an open door, and the Big 12 is not shying away from what comes next.