Dave Portnoy has vowed to double the total amount of money raised by Barstool Sports for the family of killed New York Police Department officer Jonathan Diller.
Diller, 31, was shot and killed during a routine traffic stop in Queens on Monday night by a career criminal with 21 prior arrests.
He was just three years into the job when he was gunned down while asking a driver why he had parked at a bus stop.
His alleged killer, 34-year-old Guy Rivera, had been repeatedly jailed for drug and violent offenses and was arrested on a gun charge as recently as April of last year just yards from the scene of the murder.
Officer Diller leaves behind a young widow, Stephanie, and a one year-old son at his home in Long Island.
Dave Portnoy has vowed to double the total amount raised by Barstool Sports for the family of killed New York Police Department officer Jonathan Diller
Officer Diller lived with his wife Stephanie and their one-year-old son (pictured) in Massapequa Park on Long Island in New York City
Portnoy and Barstool Sports instantly began raising funds for Diller's family and, at the time of his video, had raised $240,000.
In a plea for as many donations as possible before midnight on Wednesday, Portnoy also pledged to double the total amount.
He said: 'I'm sure everybody has seen the story. Tragic. The New York City cop, Jonathan Diller, who was murdered. Routine traffic stop, pulled over two guys, a million priors, been in and out of jail a million times and they just open fire on him, basically.
'Tragic. Leaves behind a one-year-old child, his wife. We put T-shirts on sale. We've raised about $240,000 directly for the family. Every penny that we make goes to the family.
'On top of that whatever we sell, whatever we make end of day today at midnight I am just going to match it so double up on whatever we can make.
'I know money doesn't cure this. Nothing can cure this but it's the least we can do and Barstool, myself, we've got a long history supporting the cops, supporting the boys in blue, supporting first responders.
'You know, it's tragic. These guys go out, risk their lives. Routine traffic stop and two just f***ing scumbags, who should be in prison I don't know why they're out, take a live.
'It's just awful so whatever we can do to support it, we will.'
Suspect Guy Rivera was shot at the scene by Officer Diller's colleague and taken to the same Queen's hospital as the fatally injured officer
Officer Jonathan Diller, 31, of New York's 105th precinct was just three years into the job
Diller and a colleague were working in Far Rockaway as part of the NYPD Critical Response Team focusing on car crime.
When they asked the 34-year-old suspect to step out of the car he refused, pointed a gun at the officers and fired, hitting Diller in the torso just below his bullet-resistant vest.
Witnesses heard the shots ring out at 5.50pm, less than two blocks from the NYPD's 101st Precinct stationhouse.
'It happened so fast,' Melissa Morgan, 39, told the Daily News.
'The police officer fell on the floor and the other officers dragged the two guys out of the car. I was running for cover.
'He shot a cop, it's unbelievable.'
Neighbors heard shots ring out at 5:50 pm, less than two blocks from the NYPD's 101st Precinct stationhouse before seeing the fatally injured officer lying in the street
Diller and a colleague were working in Far Rockaway as part of the NYPD Critical Response Team focusing on car crime
'He was rolling around on the ground saying, "I'm shot, I'm shot",' another witness said.
Radio intercepts recorded colleagues frantically calling for an ambulance moments later.
'We need a bus here ASAP!' one screamed, 'We have an officer shot!'
The gunman was in a passenger seat when he fired through the window at the officer.
He was shot in the back as police returned fire before both injured men were taken to the Jamaica Hospital Medical Center in Queens.
The 41-year-old driver of the car, named by sources as Lindy Jones, was arrested and a firearm was recovered at the scene.