Over the past two decades, American sports have undergone a cultural shift that increasingly blurs the lines between entertainment, politics, and gambling. The rise of sports betting platforms, the influence of bro-centric media empires like Barstool Sports, and the overtly conservative branding of the UFC under Dana White and Joe Rogan are all manifestations of a broader trend: the "fratbroization" of sports. While this evolution has allowed for more individual expression and engagement, it also raises serious concerns about the long-term consequences of hyper-commercialization, gambling normalization, and the infusion of political ideology into sports.
As a lifelong sports fan who proudly supports the Giants, Devils, and Mets, I have always believed that sports should be a universal experience, bringing people together regardless of background or belief. Furthermore, as a college wrestler and former rugby player, I understand the transformative power that sports have on the individual playing them. However, I have been increasingly disturbed by this growing trend, which makes sports less accessible to more people. Instead of serving as an inclusive escape, sports are becoming another battleground for ideological and commercial interests, alienating fans who want to enjoy the game.
The Rise of Sports Betting: From Office Pools to DraftKings Domination
Sports betting has always been a part of American culture, whether through informal office Super Bowl pools or friendly wagers among friends. However, the legalization of sports gambling across multiple states and the proliferation of platforms like DraftKings and FanDuel have transformed what was once an underground or casual pastime into a multi-billion-dollar industry.
The omnipresence of sports gambling advertisements during games, often featuring celebrities or former athletes, has normalized the idea that betting is an integral part of the viewing experience. Be honest with yourself, Kevin Hart yelling at you every game for Draft Kings is annoying. Even worse, many channels are now integrating sports betting statistics into broadcasts. It’s one thing for adults to place a wager on a game, but do we want six-year-olds watching a Mets game to grow up believing that sports and gambling must always be intertwined? As someone who has coached youth soccer, I find this repulsive. Also, do I need to know the over and under on whether Lebron James will score 20 points tonight before tip-off to enjoy a game? To me, conversations regarding gambling during broadcasts stifle conversations about sports. Questions such as who the greatest player of all time is and/or tactics often get shoved to the side in favor of betting statistics. In the end, moderation is key, yet the relentless push of gambling ads threatens to create an unhealthy association between sports fandom and financial risk-taking, especially for younger and more vulnerable audiences.
Barstool Sports and the Bro-ification of Sports Media
Barstool Sports is at the heart of this cultural shift. It is a company that has redefined sports media with its brash, hyper-masculine, and often controversial content. Barstool has built a rabid following by blending traditional sports coverage with humor, betting insights, and an unapologetically "fratty" ethos. While this approach resonates with many fans who see it as a refreshing alternative to mainstream sports journalism, it also comes with its share of toxicity, casual misogyny, harassment controversies, and an attitude that often prioritizes provocation over substantive discourse.
To be clear, this is not just limited to Barstool. The most remarkable example of this trend is the controversy involving sports commentator Pat McAfee. McAfee discussed an unfounded allegation about Ole Miss freshman Mary Kate Cornett on his ESPN show, claiming she had an affair with her boyfriend's father. In reality, there is no evidence to support this claim. Why is a sports commentary show even talking about this in the first place? I don't know. Why did he feel comfortable discussing this on the show? Again, I don't know. Perhaps he felt that the Overton window had shifted to the point where this became acceptable behavior. However, what is known is that Cornett has expressed significant distress due to the ensuing harassment and is reportedly considering legal action against McAfee and ESPN for defamation.
Regarding this incident, one sports commentator on YouTube claimed that something like this was bound to happen due to McAfee's style. He was referring to McAfee's more unvarnished opinions and views on his show and said that something like this would happen eventually. However, libel, defamation, and overt misogyny shouldn't be a style of sports journalism that a host on a major sports network should come anywhere near. It isn't even a style. Overall, this incident underscores media personalities' responsibility to ensure the accuracy and integrity of the content they share, especially within the evolving landscape of sports media.
More than that, it makes sports difficult for women to approach; no woman wants to watch a frat-bro type talk about sports for an hour a day. The expierence of being shamed by men is tragicly something women endure on a daily basis and shouldn't have to see it if they chose not to on the TV espically if this type of content is platformed on large sports networks like ESPN. Furthermore, it is tough to watch the objectification being undertaken towards females as part of the barstool brand, which is increasingly becoming prevalent in their sports content. One look at the barstool sports smoke shows section on their website confirms this to be the case. Women, particularly female athletes, should have the freedom to express themselves, and brands like this have a right to exist but shouldn't be receiving as much mainstream exposure. There needs to be more counterbalance and alternatives to the growth of these more bro-centric sports movements.
That said, I enjoy much of Barstool’s content and believe it has a right to exist in the sports media landscape. It provides an alternative to traditional sports coverage and appeals to a large audience. However, just because it’s popular now doesn’t mean it should become the entire sports media ecosystem. A healthy sports culture should have room for multiple perspectives and voices, ensuring the industry doesn’t become a monolith dominated by one brand’s worldview.
The UFC: A Battleground for Conservative Branding and Historical Revisionism
The fusion of sports and politics is more evident than in the UFC. Under Dana White's leadership, the promotion has embraced an openly conservative identity, aligning itself with former President Donald Trump and elevating right-wing voices like Joe Rogan. While White has every right to his political beliefs, and the UFC has benefited from a strong brand identity, the overt political messaging has made the sport feel exclusionary to some fans who don’t align with its ideological tilt.
More concerning is the inherent power dynamic within the UFC. Unlike leagues such as the NBA or NFL, where players have significant autonomy, the UFC operates under a structure where the owner and president, Dana White, has direct authority over matchmaking, fighter promotion, and contracts. This creates an environment where fighters may feel an unfair pressure to align with White’s political views or, at the very least, avoid opposing them. This fundamentally differs from individual NBA players deciding to protest or speak out against injustice, as those players do not hold institutional power over the league. In the UFC, where White and the organization primarily dictate a fighter's career trajectory, political favoritism could influence opportunities, sponsorships, and overall visibility within the sport.
Additionally, UFC fighters often have no choice but to speak with Joe Rogan for their post-fight interviews, which de facto amplifies Rogan’s reach even if his views don’t align with those of the fighters. While Rogan is an established commentator and interviewer, this mandatory interaction further cements his influence over the sport’s narrative, making it difficult for fighters to distance themselves from his often controversial viewpoints.
Further complicating the UFC’s political branding is Dana White’s revisionism regarding the organization’s history. While White frequently credits Donald Trump as the key figure who supported the UFC in its early days, he rarely, if ever, acknowledges the significant role played by former Democratic Senate Majority Leader Harry Reid. Reid was instrumental in helping the UFC gain legitimacy, supporting legislation protecting and regulating the sport when it struggled for mainstream acceptance. Many fighters from the earlier days of the UFC openly praised Reid for his efforts. However, today, under White’s leadership, there is a noticeable absence of praise for Democrats within the UFC, seemingly no fighter willing to acknowledge Reid’s contributions. This selective retelling of history further entrenches the UFC’s conservative branding, shaping the perspectives of both fighters and fans in a way that erases inconvenient truths.
Striking a Balance: The Need for Moderation
Despite these concerns, it's not all bad. The increased visibility of sports betting has made games more engaging for some fans, and platforms like Barstool have undeniably given athletes and sports personalities more freedom to express themselves. Even the UFC’s political leanings can be seen as part of a broader trend toward transparency; fans today want to know where their favorite leagues stand, for better or worse.
However, there must be limits. Gambling should be regulated to prevent excessive exposure to minors and protect those at risk of addiction. Sports media should promote diverse voices and perspectives rather than glorify an exclusionary "bro culture." While athletes should be free to express their political views, leagues, and organizations should avoid turning themselves into ideological battlegrounds that alienate portions of their fanbase.
Sports have always reflected society, and the current wave of fraternization is no exception. While elements of this cultural shift can be fun and engaging in moderation, the industry must not lose sight of the values that make sports special: competition, inclusivity, and the joy of the game.
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