Fox is already getting exactly what it paid for from Dave Portnoy, even as the Barstool boss’s alma mater Michigan faces significant repercussions from the NCAA heading into the college football season.
After news broke Friday that the Michigan football program would lose out on postseason revenue for the next two years and pay a fine equal to 10 percent of program revenue, Portnoy took to X to mock the NCAA’s ruling. The loudest Wolverines cheerleader in sports media laughed off the seemingly light NCAA punishment but also used the opportunity of the ruling to cut a promo for his forthcoming debut on Fox’s Big Noon Kickoff.
“The big bad NCAA, that d*ckless organization, on the way out, corrupt,” Portnoy said, “they just fined Michigan $20 million. Like we give a f*ck about $20 million. Twenty million is ashtray money, bro, for us. That’s like one-quarter of (five-star QB) Bryce Underwood.”
Like we give a fuck about 20 million at Michigan. That’s ashtray money bro. #goblue pic.twitter.com/1zAnys6o8J
— Dave Portnoy (@stoolpresidente) August 15, 2025
As part of the NCAA punishment, Michigan head coach Sherrone Moore was also suspended for three games while former head coach Jim Harbaugh and former staffer Conor Stallions face lengthy show-cause penalties.
The overall ruling, however, is fairly thin. It does not force Michigan to vacate wins, nor does it ban Michigan from the postseason going forward. Likewise, Moore’s suspension will be split between Weeks 3 and 4 this season and Week 1 in 2026 — rather than all at the start of this season.
“Ohio State, cry, little brother, cry, all you other schools, cry,” Portnoy said with a hearty laugh. “Like we give a f*ck about twenty million. We own the Big Ten and we’re coming for ya. See you at Big Noon Kickoff. I’m gonna be there, Columbus.”
This is what Fox paid for with Dave Portnoy. Fans want to hear what Portnoy says about breaking Big Ten news. They will watch his raving social media reactions and they will watch his takes at the Big Noon Kickoff desk.
Get ready for a spicier college football season on Fox.
About Brendon Kleen
Brendon is a Media Commentary staff writer at Awful Announcing. He has also covered basketball and sports business at Front Office Sports, SB Nation, Uproxx and more.