Oct 20, 2021

How Does Barstool Make Money

In 2003, David Portnoy, a director of the Boston Globe, founded Barstool, an American print publication that focuses on pop culture and sports. Barstool Sports is a digital media company with a focus on pop culture and sport. The revenue generation models of Barstool, which is an online publication, range from podcasting, video and display advertising, betting, subscriptions, pay per view,

Origin Story

Previously known as Barstool Sports, Barstool is an American digital media company focused on pop culture and sports founded by David Portnoy in Massachusetts in 2003 as a literary magazine that covered certain areas of the metropolitan Boston In order for Portnoy to pursue his passion for sports, he wanted to develop a business that would allow him to do so. Gamblers who are also online publication readers will note that there aren’t many publications discussing gambling issues. Because of this, Barstool featured mostly gambling advertisements and fantasy sports projects in its original version. With the launch of the first online version in 2007, the magazine incorporated social commentary about men-oriented topics. Barstool Sports moved its headquarters to New York City after The Chernin Group acquired a majority stake in the company in 2016. Introducing Barstool Sportsbook, a sports betting app that will be available in 2020. During the COVID-19 pandemic, Barstool launched the Barstool Fund to provide financial support to small business owners who are struggling financially. There are several notable donors who have provided over $39 million to the fund, including Elon Musk and Tom Brady of the New England Patriots.

Barstool revenue generation

Barstool generates income from a diverse revenue model due to its position as an online publication. We will see below that much of it is related to advertising in some way.

Podcast advertising

Podcasts are the primary source of revenue for Barstool. Podcasts from Barstool are very popular in the United States, ranking third behind NPR (National Public Radio) and the New York Times podcasts with advertisements throughout the podcasts. Barstool receives a fixed fee based on just how many listeners it can attract with each podcast.

Video advertising

Additionally, the Barstool video content is available to view on a variety of In these videos, advertisements are prominent, and the company is paid based on the number of impressions generated by them.

Display advertising

In addition to display ads, Barstool’s website also has a wide range of ad-blocking browser extensions. However, this is unlikely to represent a significant source of revenue for the company. Although Barstool earns a fee per impressions, it doesn’t actively market its service.


With its Barstool Sportsbook app, the company will also earn money as a bookmaker when customers lose their money. The company charges customers a commission for placing a wager. To ensure it wins more bets than it loses, Barstool offers vigorish, a betting term that means odds less favorable on a single bet. The company has less risk and can generate more revenue as a result.


Barstool Gold, which gives readers access to premium content for one year ($50) or two years ($100) through a subscription. Due to the Coronavirus outbreak, Barstool Gold has been made free for all users.

Pay-per-view events

In West Virginia, Barstool occasionally charges users for watching pay-per-view amateur boxing as part of the so-called Rough N’ Rowdy amateur league. Each spectator typically pays $19.99 for tickets to these events.


As well as the company’s cult following, it has acquired a special status. Fans populating the Barstool website, also known as “stoolies”, will find a variety of merchandise to choose from.

Key takeaways

The Barstool Sports and Digital Media company was founded by David Portnoy, who wanted to do business based on his interest in Among the many ways in which Barstool generates revenue, advertisements placed in podcasts and videos account for nearly half of it. A subscription service gives readers access to premium content, and it also sells branded merchandise. It also manages an amateur boxing league that charges its subscribers by way of a


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