Barstool Sports continues to change the game of marketing and the sports industry. The company has
changed over the years from a college, “masculine” media company to a franchise for Swifties, pizza
lovers, hockey fans, or just the everyday person wanting to know what’s happening in the world.

Recently, Barstool Sports CEO, Erika Ayers Badan has stepped down from her position after eight years, remarking “I did what I came here to do and more than I could have ever imagined,” Badan said (Variety).

The company’s revenue has grown 5000% since Ayers-Badan joined the company in 2016. The innovation and new ideas that Badan brought to the company have had a major impact on the success and growth of the now $450 million company. When Badan joined the company seven years ago, they had a loyal fanbase but lacked a mainstream outlet and consistency in content. She was able to broaden the categories of media adding entertainment and pop culture to Barstool Sports, indulging millions of viewers.

Barstool Sports is a media company that focuses on producing humorous content. Originally, Barstool just created content surrounding sports, but now they have grown their fanbase to be just about anyone.

The company produces podcasts, satirical blogs, and popular merchandise. Because of the female leadership and attention to female audiences, Bartsool has taken sports media marketing to a new level.

There are many reasons for Erika Ayers-Badan’s success at Barstool, her marketing tactics are outstanding and her branding innovations have created new brands for the company. However, it’s fair to assume that some of the new additions to the company wouldn’t have come without Badan’s input as a woman.

Some of Barstool’s largest competitors, The Sporting Network, Overtime, and The Athletic all have male CEOs, and while all are successful companies, not one stands out quite like Barstool.

The branding the company has created with their Podcasts and Taylor Swift/Travis Kelce merch while also partnering with brands like High Noon and Pink Whitney to make the company appealing to all genders of sports fans.

The target demographic may be men ages 18-35 but there are plenty of women interested in the Barstool content such as Chicks in The Office where they discuss a lot of reality TV and Bachelornation drama.

Today, it’s difficult to find content similar to Barstools. Chicks in the Office, Pizza Reviews, Spittin Chiclets, and Rough n’ Rowdy are just a few of the wildly popular podcasts that Barstool produces.

The company has also been wildly successful at making sure its employees are constantly producing content whether it’s a vlog, a Tik Tok, or an Instagram post multiple times a day. Some of the more famous employees like Brianna LaPaglia (Brianna Chickenfry), Grace O’Malley, Jack Mac, and Dan Katz, all bring in loyal audiences.

Like any mainstream media brand, Barstool Sports is far from perfect. They continue to produce extremely controversial content which can steer some viewers away. Barstool Chicago posts a local smoke show of the day, where they pick a girl from nominations sent in and promote their Instagram pictures.

There are also a lot of people unimpressed by Dave Portnoy, the owner of Barstool and a debatably jerk-like personality who can be described as a “clown”. Portnoy continues to “punch down” calling people names and taking shots at other creators despite his success.

The future of Barstool Sports is in safe hands with the youthful team and owner Dave Portnoy who began the company in 2006 and will do anything for the success of Barstool.

Though controversial, Portnoy is a businessman ready to help the company in any way that he can and Erika Badan is confident that Portnoy will continue the success of the company.

“At the heart of it, I came here to work with Dave. I liked Dave instantly and I trusted him… There is no one better to make sure Barstool lasts far into the future in the way it was intended than Dave,” Badan said (Variety).

Portnoy thanked Erika on X for all of her dedication, “There is no doubt @erika_ was the perfect and probably only fit for us. It’s been quite a run and we couldn’t have done it without her. She was everything I dreamed she’d be and more in a CEO,” Portnoy said.