You’ve seen the TikToks. You’ve seen the "Get Ready With Me" videos where she’s casually putting on $60 concealer while recounting a night that would leave most people in a three-day Gatorade coma. But lately, the chatter hasn't been about her makeup or her latest Miami outfit. It’s been about the business moves. Specifically, the chaotic energy surrounding Alix Earle and Barstool Sports.
Honestly, the internet loves a good corporate drama, especially when it involves Dave Portnoy and a "breakup" with a media mogul like Alex Cooper. If you’ve been trying to piece together why Alix Earle’s name is suddenly constantly linked back to the pirate ship that is Barstool, you’re not alone. It’s a messy mix of podcast rights, "free agency," and a very public New Year's Eve that changed the narrative entirely.
The Unwell Exit: When the Hot Mess Lived Up to Its Name
To understand the Barstool connection, we have to talk about where Alix was first. In 2023, she signed with Alex Cooper’s Unwell Network. It seemed like a match made in influencer heaven. The "Daddy Gang" meets the "Alix Earle Effect."
But by early 2025, things got weird.
Variety reported in February 2025 that the Unwell Network had officially dropped Alix and her Hot Mess podcast. This wasn’t just a "we’re going our separate ways" situation. The network actually renounced all rights to the show. SiriusXM stopped selling ads. It was a total severance. Alix later admitted on TikTok and to the Wall Street Journal that the transition was, well, a "bit of a hot mess."
She was suddenly a free agent. And who loves a big-name free agent more than Dave Portnoy?
Dave Portnoy and the Barstool Connection
The moment the news broke that Alix was no longer under Alex Cooper’s wing, Portnoy didn't just walk to the plate; he sprinted. Barstool Sports has a history of "losing" talent to massive deals—look at Alex Cooper herself, who left Barstool for a $60 million Spotify deal and then a $125 million SiriusXM deal.
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Portnoy seeing Alix Earle available was like a shark smelling blood in the water. He openly admitted to being on the phone with her. He went on Fox News and various Barstool platforms to talk about how he was "chasing" the signing.
"Unbiased I say let them live! If you could pull Alix Earle at almost 50 you would." — Dave Portnoy on Twitter/X, January 2026.
Portnoy’s defense of Alix hasn't just been about business, though. It’s personal. When rumors started swirling about Alix and NFL legend Tom Brady (who is 48) after they were spotted looking "cozy" in St. Barths to ring in 2026, Portnoy was the first to jump to their defense. He literally tweeted about the 23-year age gap, basically telling the "negative Nancys" to shut up.
Why the Barstool Rumors Won't Die
People keep asking: Did Alix Earle actually sign with Barstool Sports?
As of early 2026, the situation is more nuanced than a simple contract. While Barstool personalities like Jack Mac have hinted at Hot Mess finding a home at Barstool, Alix has been pivoting toward building her own empire. She recently teased a major 2026 project, mentioning she’s opening offices in L.A. and launching her own company.
But the "Barstool vibe" follows her. Why?
- The Braxton Berrios Factor: Her long-term relationship (and late 2025 split) with the NFL wide receiver kept her firmly in the sports-adjacent world Barstool dominates.
- The Alex Cooper History: Since Alex Cooper started at Barstool, any rival or successor to the "top female podcaster" throne is naturally compared to the Barstool era.
- The Content Style: Alix’s "messy," unfiltered storytelling is the exact DNA Barstool was built on. It’s raw. It’s authentic. It’s polarizing.
What Most People Get Wrong About the "Split"
There’s this idea that there’s a massive feud between Alix and Alex Cooper. Fans pointed to Alix skipping an Unwell Super Bowl party in New Orleans as the "smoking gun."
In reality, the business of podcasting changed. Cooper is focused on $100 million+ distribution deals and a wellness line. Alix wants to own her IP (Intellectual Property). Cooper actually clarified on TikTok that "Unwell gave Alix everything back" and that she "owns her IP." This is a huge deal. Usually, networks fight to keep the names of shows. For Alix to walk away with the Hot Mess name intact means she has total leverage.
The Tom Brady Twist
You can’t talk about Alix Earle in 2026 without mentioning the GOAT.
After her emotional TikTok confirmng her split from Braxton Berrios in December 2025 (citing long distance), Alix was seen dancing and "whispering in the ear" of Tom Brady at a New Year's Eve party in St. Barths. This sent the internet—and Barstool—into a tailspin.
Is it a PR stunt? Maybe. Is it a rebound? Possibly. But for the Barstool world, seeing the girl Dave Portnoy wanted to sign hanging out with the quarterback he worships is the ultimate crossover episode.
Actionable Insights: What This Means for You
If you’re a creator or just a fan trying to keep up, there are a few real-world takeaways from the Alix Earle Barstool saga:
1. Ownership is everything.
Alix fought to get her rights back from Unwell. If you are building a brand, make sure you own the "house" you’re building on. Don't let a network own your name or your feed if you can help it.
2. Pivot when the "Vibe" shifts.
Alix isn't just a TikToker anymore. She’s a 2026 business owner. She’s moving into the alcohol space (investing in a brand) and the lifestyle space. She isn't waiting for a network to tell her what to do.
3. Leverage your "Free Agency."
When Alix became a free agent, her value didn't go down; it went up because multiple entities (like Barstool and potentially others) started a bidding war.
The story of Alix and Barstool isn't over. Whether she officially signs a distribution deal with them or just remains a "friend of the program" who gets defended by Portnoy every time she dates a pro athlete, the alliance is clear. She’s the biggest star in the digital space, and Barstool is the biggest megaphone in the room.
If you're looking to follow her next move, keep an eye on her YouTube vlogs. She’s transitioned away from the traditional podcast format for now, focusing on "behind the scenes" content of her new L.A. offices. The Hot Mess might be on hiatus, but the brand is bigger than ever.