The Super Bowl, more sentient advertisement than football game, crept in one promo during halftime.

That belonged to Barstool Sports, which fancies itself as the NFL’s enemy and is happy for the publicity when it gets kicked out of the league’s events. The website and #lifestyle for bros founder Dave Portnoy was kicked out of Super Bowl media night earlier this week, and he made it 2-for-2 in Atlanta.

Video surfaced of the controversial Portnoy, who was sporting his flashiest mustache and shades to stand out as much as he could while ostensibly blending in, being carried from his seat. Minutes earlier, Portnoy, who made a big show of being at the game despite Barstool being banned from NFL events since 2015, had tweeted a video of his halftime takes in a game the Patriots led 3-0.

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