Barstool Sports announced an exclusive marketing partnership with DraftKings just minutes after its non-compete with PENN Entertainment ended. [Image: Shutterstock.com]
Barstool Sports officially announced its new exclusive marketing partnership with DraftKings just minutes after the end of Super Bowl LVIII. The timing is noteworthy given that the Dave Portnoy-owned company had a non-compete status with previous owner PENN Entertainment that prevented it from entering into any such deal until the end of the NFL season.
Prominent sports figures, including Portnoy, appeared in the video ad:
A shot from the movie scene Major League It goes back to when Barstool previously partnered with DraftKings in 2014 and now the two companies have come full circle.
A Barstool-branded sportsbook was operated in the United States when PENN Entertainment owned Barstool before PENN pivoted and signed a deal with ESPN to launch ESPN Bet. In turn, Dave Portnoy bought back the company he founded for just $1 after PENN spent $551 million to buy it.
Rumors have swirled in recent weeks about a tie-up with DraftKings and the deal is said to be worth up to the low eight figures per year.
