The digital media brand owned by casino operator Penn National is making a fresh pitch to advertisers, CEO Erika Nardini says.
“What you are going to see is that sports can be covered differently, broadcasts can be conceived of differently, and the experience around it can be done differently,” Barstool CEO Erika Nardini tells. “My hope is that this takes us into a new stratosphere in terms of not only the things this company can do, but the way brands can work with us.”
For starters, in November, Barstool Sports will create its own men’s college basketball tournament, the Barstool Sports Invitational, from the Wells Fargo Center in Philadelphia. Akron, Mississippi State, Toledo and University of Alabama at Birmingham are committed to participate. “We will broadcast it, we will drive all of the sponsorship around it and we will cover it and create it in a way that blends comedy, entertainment and live sports in a way that I think will feel really different and resonate with that younger audience,” Nardini says.
Then on December 30, Barstool will broadcast the Barstool Sports Arizona Bowl, leveraging its talent, including founder Dave Portnoy, to cover the game.“Live sports is the single best thing on television You don’t know whats going to happen, there’s rivalries, there’s drama, there’s wins and losses and upsets,” Nardini says, adding of the company’s plans “it is not just sports and it is not just entertainment and its not just comedy, it is kind of a combination of all three things.
“We take our talent and personalities and weave them through all different types of shows,” Nardini says.
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