Portnoy left the Yankee Group after four years and launched Barstool Sports in 2003. The newspaper was initially not successful. However, it gained popularity when Portnoy started placing photographs of bikinis-clad women onto the front page of the newspaper. In 2007 Barstool expanded to become a blog.While the blog was called Barstool Sports, Portnoy gradually developed his image as "El Presidente", a open and honest character. His writing was well-received among young men and the blog eventually became a major part of the bro culture.disparaging and offensive comments made towards women and other people. For instance, in the year 2010, Portnoy joked about women being raped saying "if you're 6 inches tall and you're wearing skinny jeans you kind of deserve to be raped. Right? Portnoy was sexist in his comment in his 2016 Barstool video. Portnoy later regretted his decision.
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