Ever since Fox’s Big Noon Kickoff rolled into Provo for BYU’s rivalry clash with Utah back on October 18, something unexpected happened: Dave Portnoy, founder of Barstool Sports, became a kind of folk hero in Cougar country. Yes, that Dave Portnoy - the pizza-reviewing, controversy-stirring media mogul - has found himself embraced by BYU fans in a way few outsiders ever are.
Now, with head coach Kalani Sitake reportedly weighing a potential move to Penn State, Portnoy is stepping into the conversation - and making his feelings known in the most Portnoy way possible: a passionate, quirky, and oddly heartfelt plea on social media.
Quote-tweeting Jason McGowan, the CEO of Crumbl (and a vocal advocate for Sitake staying put in Provo), Portnoy shared a message that read more like a love letter to BYU than a standard football take.
“I arrived in Provo as a young man with @BNKonFOX not knowing what to expect,” he wrote. “I was overwhelmed with all the love I received from Cougar Nation.
From Cosmo to Kalani it was all love. From the ice cream to the dirty soda to the weird guy at the pizza shop it was all love.”
It’s classic Portnoy - part tongue-in-cheek, part sincere, and all-in on the emotional pitch. He went on to say, “Coach Sitake danced his way into my heart.
There is no place like Provo and Provo can’t exist without BYU football. And BYU football can’t exist without Kalani.
And neither can #ProvoDave. Stay Kalani Stay!”
This isn’t just a social media stunt. Portnoy’s connection to Provo seems to have genuinely resonated with the BYU faithful.
His visit during Big Noon Kickoff left a mark - from the fanfare to the local food (yes, even the “dirty soda”), he’s embraced the culture in a way that feels more than performative. And now, as the possibility of losing Sitake looms, Portnoy’s voice joins a growing chorus of Cougar fans hoping to keep their coach right where he is.
Sitake, who has become synonymous with the identity of modern BYU football, is more than just a coach in Provo - he’s a cultural figure, a leader who’s built a program that reflects the school’s values while competing on a national stage. Any potential departure would be seismic, not just for the roster but for the community that’s rallied around him.
Whether Portnoy’s plea will actually influence Sitake’s decision is anyone’s guess. But one thing’s clear: when a national media personality like Portnoy starts campaigning for your coach to stay - and does it with this much flair - it says something about the kind of impact Sitake has made, not just inside the locker room, but far beyond it.
For now, Cougar Nation waits. And so does #ProvoDave.