Barstool Sports and DraftKings have formed a multi-year sports betting partnership, according to a recent announcement. Last night, following the conclusion of Super Bowl LVIII, David Portnoy, the founder of Barstool, confirmed the news in a blog post. This doesn’t mark the first collaboration for the two companies; they previously partnered on a marketing project a decade ago.
Portnoy expressed his pride in the partnership and described the deal as a “multi-year monster deal” with DraftKings. He emphasized that the company is returning to its roots, positioning DraftKings once again as the exclusive sports betting partner of Barstool Sports.
On the other hand, DraftKings has yet to make a statement regarding the new partnership. This move comes only a few months after Barstool reclaimed its brand from Penn Entertainment, which had acquired it in 2020 and was operating sportsbooks under the Barstool name. However, this deal ended when Penn entered a partnership with ESPN last August.
In November, Penn’s Barstool sportsbooks were relaunched under the new ESPN Bet brand. Moreover, Erika Ayers Badan, CEO of Barstool, announced that she would be stepping down from her position after nearly eight years with the company. However, it remains unclear whether a replacement has been secured.
Having previously held senior roles at companies like Bkstg, AOL, Demand Media, and Yahoo, Ayers Badan joined Barstool as CEO in July 2016. This latest partnership with DraftKings marks a milestone for Barstool Sports as it continues to navigate the evolving landscape of the sports betting industry.