Which is to say, he’s a massive, gaping asshole. Portnoy is a professed Trump supporter who gets off on “triggering” lefties (especially feminists), and will likely take the criticism as vindication. “I can’t decide what’s worse: Sports ‘comedy’ sites that routinely demean women, or the corporate enablers who reward them.” (Full disclosure: McCarthy was a colleague of mine at Advertising Age.) So not surprisingly, once Portnoy put the story out there, his Stoolies did the rest, trolling SoulCycle’s social media accounts to the point that SoulCycle disabled comments on its Instagram account.Ĭhernin’s decision to invest in the company was indefensible in light of these events, Michael McCarthy wrote in The Sporting News. It also has millions of sports fans who read its blogs and listen to its podcasts - many of them intensely loyal and self-described “Stoolies.” Selling T-shirts is a big part of their business - a business that’s so successful that Portnoy sold 51 percent of the company last year to media and entertainment mogul Peter Chernin, in a deal that valued Barstool at more than $10 million.īarstool doesn’t have the incisive writing of Deadspin or the name recognition of ESPN, but it does employ a few genuinely sharp, entertaining personalities. They even started selling CuckCycle T-shirts. By the afternoon, Barstool had coined the term CuckCycle, which immediately became the moniker for the entire controversy. He wore a SoulCycle T-shirt to work the next day, and relayed the story on Barstool Radio, the site’s SiriusXM radio show.
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