Barstool Sports Announces Marketing Agreement with DraftKings

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 after the Super Bowl. Barstool reportedly had a non-compete clause in its separation agreement with PENN that would not allow him to work at the sportsbook until after the NFL season.

Within minutes of the Super Bowl ending, Portnoy was already marketing DraftKings. According to Sportico, the deal is a traditional marketing partnership. Barstool plans to use DraftKings odds to introduce fans to the sportsbook.

“DraftKings has a portfolio of advertising deals, and this exclusive agreement with Barstool represents a valuable new and expanded reach to our marketing mix,” Stephanie Sherman, DraftKings' chief marketing officer, said in a statement. Stated.

Terms of the contract have not been disclosed, but Sportico reports that it is expected to be an eight-figure annual salary.

One of the creative plans for this partnership is the ability to run contests. Portnoy announced the After Dark Free Throw Challenge contest. Barstool personalities will attempt a series of free throws, and DraftKings is offering a 15-question contest to predict the outcome.

Barstool Sports recently opened a Chicago office with a basketball court, golf simulator and other activities. If you can use DraftKings contests to draw more attention to your content with a variety of activities, it could be a match made in heaven.

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