NC Takes Barstool’s HQ for Upfronts

At NC, innovation isn’t just about chasing the next “big” model or metric. We believe in achieving “micro-wins” and constantly innovating our strategies through continuous testing and learning. That includes exploring and leveraging emerging platforms like Barstool Sports. Why Barstool? It’s simple: they’re currently the most influential brand among millennials and Gen Z – a demographic that is transforming the marketing industry. With its massive reach across podcasts, social media, and live streams, Barstool offers a unique opportunity to connect with a highly engaged and loyal fanbase. Think TikTok, Meta, Instagram, X, YouTube, Spotify, Apple Music – Barstool can integrated with them all!

So, when the opportunity arose to attend Barstool’s “Upfront” event in Chicago, we jumped at the chance (well, our internal Barstool specialists Justin Russell and Grant Zerbe did). We knew this was our chance to get an inside look at their 2025 strategy and explore potential integration opportunities.

Barstool Upfront: A Recap

Without further ado, here is our recap of the electrifying Barstool Upfront event in Chicago:

Over 280 people flocked to Barstool HQ to interact with the Barstool brands and get a sneak peek at what’s in store for 2025. “Barstool Upfront was electric and showed us a glimpse into the future of marketing. The event was a powerful reminder that brands who prioritize brand engagement through meaningful connections in a fun and innovative way will be the ones who win.” said Justin Russell. We learned about their exciting lineup of tentpole events, including the Barstool Chicago Film Festival, Writer Cup, Barstool Combine, Mini Golf Open, and many more (a whopping 94 events total). Each event presents a unique opportunity for brands to own a moment and integrate their messaging within a highly engaging experience promoted across all social media platforms.

The numbers they presented were staggering:

• 87 Billion Video Views in 2023 (+45% year-over-year)
• 239 Million aggregated social media followers
• 65+ franchises
• 110+ personalities
• 95+ shows
• 17+ Content Verticals (sports, entertainment, lifestyle, business, finance, and more)

Beyond podcasts and social media posts, a major initiative for Barstool in 2025 is getting their personalities to organically integrate brands into their content outside the traditional office setting. This is a smart move, considering that independent studies have shown the power of branded content and creator integration in driving customer loyalty:

• Barstool branded content drives a +17 point lift in recommendation intent (compared to the Shareablee norm of +12 points).
• Barstool branded content drives a +28 point lift in brand perception (compared to the Shareablee norm of +16 points).
• Barstool podcast ad reads drive a 38% increase in purchase intent for partners (2x the Nielsen norm).

Key Takeaways

The Barstool Upfront event solidified our belief that Barstool Sports is a powerful platform for reaching consumers where they are consuming media. Their impressive reach, engaging content, and commitment to innovation make them an ideal partner for brands looking to connect with millennials and Gen Z. We’re excited to explore the possibilities and see how we can leverage Barstool’s unique offerings to achieve our marketing goals.

Blog Collaborators: Justin Russell and Grant Zerbe