Barstool Sports gets 10k paying subscribers in three days

Digiday 11 Jan 2019 05:01

Barstool Sports says it already has more than 10,000 paid subscribers to its new membership service, Barstool Gold, with 81 percent signing up for the $100 annual subscription.

Launched on Jan. 8, Barstool Gold is a tiered membership product from the digital publisher that offers everything from exclusive content and merchandise, to early access to events and office tours and meet-ups with Barstool personalities. The lower tier, which costs roughly $1 per week, includes access to exclusive episodes of podcast shows such as “Pardon My Take” as well as “The Barstool Documentary,” a new documentary series covering the history of the company and its founder Dave Portnoy. The higher membership tier, which costs roughly $2 per week, also includes and ad-free experience (with the exception of branded videos and sponsored podcast reads) as well as free shipping, exclusive merchandise and the opportunity to visit Barstool’s offices.

Within 48 hours of announcing Barstool Gold, the company had more than 10,000 sign-ups to the product, said Barstool Sports CEO Erika Nardini. Eighty-one percent of those sign-ups were for the annual membership, which is priced at $100 and equals the $2-per-week tier, she said. About 51 percent of all sign-ups were of that higher tier, Nardini said. When Barstool Gold officially went live on Oct. 8, the 10,000 people that had signed up with their emails and credit card information were converted to subscribers, Nardini said. “We wanted to make it as frictionless as possible.”

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