Dave Portnoy is bringing Barstool Sports back to the betting window.
According to a Sportico DraftKings on a large-scale marketing partnership that will pay Barstool in the “low eight figures per year.”
Barstool would promote DraftKings odds on its myriad of media platforms and would be paid a cut for any new customer it refers to the sportsbooks. There will not be a separate Barstool Sportsbook betting app, according to the report.
Due to a no-compete, the deal reportedly can’t be finalized until after the Super Bowl, and representatives from both companies declined to comment to Sportico.
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This news comes less than six months after PENN Entertainment ESPN BET.
As part of that deal, PENN, which paid over $550 million to buy Barstool Sports outright, sold the whole company back to Portnoy for the princely sum of one American dollar. Most industry observers noted that Portnoy is one of the PASPA sportsbook wars as a result of these deals.
PENN’s deal with Portnoy included some NFL season and playoffs are over, sources say.
Erika Ayers Badan, Barstool’s recently departed CEO, said earlier this month that Barstool wasn’t done in the sports betting industry.
“I would still argue that [sports betting] is a huge part of what we do today,” Ayers Badan said at a conference sponsored by Sportico. “Our crew bets obsessively on games, we always have. … But I think you’ll see, into next year, that we start to establish ourselves back in that space.”
