Barstool Sports has entered into a fresh multi-year agreement with DraftKings, establishing the latter as its official sports betting partner. The news was announced by Barstool’s founder, David Portnoy, in a blog post right after Super Bowl LVIII on February 11. This marks a continuation of the relationship between the two entities, as they had previously collaborated on a marketing project ten years ago.
The deal, which we reported about to be in the making two weeks ago, follows the recent reacquisition of the Barstool brand by David Portnoy from Penn Entertainment. Penn had acquired the brand in 2020 and operated sportsbooks under the Barstool name until last August. The collaboration ended when Penn began a new venture with ESPN, names ESPN BET, which also marked ESPN’s entry into the sports betting landscape, led by its parent company, Disney. This development effectively closed the chapter on the partnership between Penn and Barstool, paving the way for the latter’s new agreement with DraftKings.
In his announcement, Portnoy expressed his satisfaction with renewing the partnership, highlighting the continuity and return to previous collaborations. “I’m proud to announce Barstool has signed a multi-year monster deal with DraftKings,” said Portnoy. “We’re back to our roots. DraftKings is once again the exclusive sports betting partner of Barstool Sports. The more things change the more they stay the same.”
Currently, there has been no response from DraftKings regarding the announcement.