A lot of Erika Ayers Badan’s job is what she calls “managing chaos.”

That should come as no surprise to fans of the Barstool Sports brand – and there are a lot of them.

Over 20 years, Barstool has become synonymous with unapologetic authenticity. And under Badan’s leadership since 2016, it’s vastly expanded its platforms, personalities and merch offerings to keep pace with a rabid and fiercely loyal fan base.

“One of the interesting things about how we make content and connect with fans is that there’s the content we talk about, like football, and then there’s the story about the people talking about football,” she says. “People want the story behind the story, and this is a company that makes both those types of stories in one fell swoop. That’s how we’ve grown so much.”

In this episode of Promo Insiders, Badan shares her thoughts about the future of digital media and the power of promo, ahead of her keynote address at the ASI Power Summit, to be held Oct. 22 through Oct. 24 at the Langham Pasadena in California.