David Portnoy, the founder of Barstool Sports, has revealed a partnership between his company and prominent betting operator DraftKings. This collaboration marks the second time the organizations have worked together, following a previous marketing partnership a decade ago.
Portnoy humorously commented on Barstool's return to its roots, stating, "the more things change, the more they actually stay the same." While Portnoy acknowledged the collaboration, DraftKings has not provided an official comment on the partnership.
This development comes after Portnoy brought the Barstool brand back; it was previously sold to the leading international operator Penn Entertainment in 2020. In August 2023, Penn entered a partnership with ESPN, agreeing to sell the business back to Portnoy for a nominal one-dollar fee in exchange for undisclosed non-compete and restrictive covenants.
