Barstool Sports Announces Marketing Deal with DraftKings

Barstool Sports Announces Marketing Deal with DraftKings article feature image

Photo by Cliff Hawkins/Getty Images.

Barstool Sports is back in the sports betting space.

Six months after PENN Entertainment sold the company back to founder Dave Portnoy, Barstool has agreed to an exclusive media marketing deal with DraftKings.

Portnoy announced the deal on his X account following the Super Bowl. Barstool reportedly had a non-compete clause in the separation agreement with PENN that would not allow Barstool to work with a sportsbook until the end of the NFL season.

Breaking News: I'm proud to announce that Barstool has signed a multi year monster deal with @DraftKings We're back to our roots. DK is once again the exclusive sports betting partner of Barstool Sports. The more things change the more they stay the same.

— Dave Portnoy (@stoolpresidente) February 12, 2024

Within minutes of the Super Bowl's completion, Portnoy already began marketing DraftKings. According to Sportico, the deal is a traditional marketing partnership. Barstool will use DraftKings' odds and refer its fans to the sportsbook.

“DraftKings has a portfolio of advertising deals and our exclusive agreement with Barstool represents another valuable, high-reach addition to our marketing mix,” DraftKings Chief Marketing Officer Stephanie Sherman said in a statement.

Although the terms of the deal have not been released, Sportico reported that it is expected to be in the eight figures per year.

One of the creative plans for this partnership is the ability to run contests. Portnoy announced a contest for the After Dark Free Throw Challenge. Barstool personalities will try to make a series of free throws and DraftKings is offering a contest with 15 questions to predict how it goes.

Barstool Sports recently opened a Chicago office that includes a full basketball court, golf simulator and other activities. Utilizing DraftKings' contests to draw even more attention to the content that includes various activities could be a match made in heaven.

To kick off our @DraftKings partnership we are doing a free to play Free Throw Challenge tomorrow. 100k in prizes. It starts at 5pm est. Here is the link to join.

— Dave Portnoy (@stoolpresidente) February 12, 2024

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