Dave Portnoy confirms exclusive DraftKings and Barstool Sports partnership
Media brand’s founder takes to social media to confirm deal following expiration of non-compete clause in relation to PENN Entertainment
DraftKings and Barstool Sports have officially completed a multi-million-dollar, multi-year sports betting media partnership.
The new relationship between the pair was first reported by Sportico last month, with Barstool Sports founder Dave Portnoy confirming the deal yesterday evening, 11 February, on social media.
The deal could not be completed until after the conclusion of the Super Bowl, which saw the Kansas City Chiefs edge the San Francisco 49ers, due to a non-compete clause Barstool was subject to.
That non-compete clause was related to the closing of the firm’s relationship with PENN Entertainment after the operator ditched its Barstool Sportsbook in favor of a deal with ESPN.
PENN secured the licensing rights for ESPN Bet for $1.5bn while at the same time sold Barstool Sports back to Portnoy for $1 last year.
The nominal return sale to Portnoy came after PENN paid more than $500m for Barstool over two tranches.
Posting on X, formerly Twitter, Portnoy said: “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.”
One of the first activations between DraftKings and Barstool Sports will see Portnoy and other Barstool Sports talent take place in a free-throw challenge.
The event, which will be streamed live, will feature a series of questions put to viewers based on what will happen the during the stream.
Viewers who answer the most questions correctly will win a share of a $100,000 prize pool.
Elsewhere, BetMGM has confirmed an exclusive partnership with X to become the social media platform’s exclusive live odds sports betting partner.