Barstool Sports is set to celebrate its 20th anniversary in 2023. But what started as a voice-driven sports blog is betting that it can complete a transformation into a digital media power player, with live events, reality shows, podcasts and other entertainment fare.

On Wednesday evening, Barstool executives and talent were set to make that pitch to advertisers at New York’s Webster Hall, outlining a content road map that is broad in ambition.

One of the pillars of Barstool’s new content push is an expansion into live sporting events. While Barstool isn’t going to be paying $1 billion for NFL rights, the company has strategically inked deals for college sports, and now to televise the annual FDNY-NYPD charity hockey game.