Barstool Sports has officially secured a multiyear partnership with DraftKings.
Shortly after the conclusion of Super Bowl LVIII, Barstool founder Dave Portnoy revealed that his sports media brand would be rekindling its relationship with DraftKings as the fantasy and sports betting company’s official betting partner.
This deal, first rumored last month, has come to fruition following the end of non-compete agreements that were put in place when Portnoy repurchased Barstool from PENN Entertainment in 2023 for $1.
“I’m proud to announce Barstool has signed a multiyear monster deal with DraftKings,” Portnoy said. “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.”
The deal is said to involve Barstool integrating DraftKings odds into their content and referring viewers to the sportsbook and in return they are said to be receiving low eight figures in compensation.
Prior to Penn’s acquisition of Barstool in 2020, the company had similar deals with several betting partners.
PENN launched Barstool Sportsbook in 2021, which was rebranded to ESPN Bet last November, and the initial cause of non-compete agreements being in place. The agreements prohibited Barstool from partnering with another operator until the end of the NFL season.
Unique contest to celebrate DraftKings partnership
Barstool has also announced that it will be kicking off its partnership with DraftKings by live streaming a free throw contest where viewers can win money by betting on the outcome of the challenge on DraftKings for free.
Portnoy and other Barstool employees are looking to break the NBA record for consecutive free throws, which is 41. The stream, which will begin on Monday night, will not end until the record has been broken, according to Portnoy.
The contest follows similar activations from Barstool, including a 36-hour live stream as Barstool personality Jersey Jerry attempted to sink a hole-in-one on a golf simulator.
