ABOUT THIS ENTRY

In the 12 states the Barstool Sportsbook operates, it has grown tangible market share and is a top 4 operator in its Tier 1 markets. Barstool’s brand and organic marketing efforts, on top of Penn National Gaming’s mychoice database, has given the Barstool Sportsbook an unmatched customer acquisition model with a minimal marketing spend compared to the hundreds of millions spent by competitors quarterly.

Just under 10 billion social impressions have been generated since Sept 2020. 5.7 billion social impressions had been recorded over the course of Year 1 (Sept 2020 - Aug 2021), and already 4.3 billion have been recorded in four months during Year 2 (Sept 2021-Dec 2021) thus far.

The Barstool Sportsbook iOS app rating is a 4.8 on a scale of zero to 5, at the top of the marketplace.

How does this represent “Excellence in Engagement”?

Since the partnership launched in Jan. 2020, Barstool Sportsbook and Casino has become a leading interactive gaming platform in the US. Highlights:

• Nearly 12 billion social impressions have been generated since Sept 2020. 5.7 billion social impressions had been recorded over the course of Year 1 (Sept 2020 - Aug 2021). Barstool Sportsbook references and #BarstoolSportsbook has generated 6 billion social impressions from Sept 2021 - Feb 2022 — including 1.8 billion in January and February thanks to college football, NFL playoffs and Super Bowl efforts.
• The Barstool Sportsbook raised more than $3M to support small businesses impacted by Covid-19 through The Barstool Fund kicking off initiatives with the launch of the Philadelphia Sportsbook.
• The Barstool Sportsbook generated over $2.1 billion in wagers in 2021.
• Penn National’s in-house development team created and launched Barstool Blackjack and Barstool Slots, which generated over 20% of iCasino handle since launch, which helps to further facilitate cross-marketing opportunities.
• This work will inspire and move the industry forward by being the first media company to partner with a casino company (others have joined the trend since the Penn/Barstool announcement), and the first to grow a sportsbook and its entities both in-app experience and casinos driven by personalities.

Objective:

Strategy & Execution: 

• Create a 360-degree approach while aligning top influencers (Dave Portnoy, Dan Katz, Logan Paul, Paddy the Baddy, etc.) to connect unique content and fans.
• Execute geo-focused rollouts via social and event marketing initiatives at 24 sportsbooks and online across 12 states.

Results: 

• In the 12 states the Barstool Sportsbook operates, it has grown tangible market share and is a top 4 operator in its Tier 1 markets. Barstool’s brand and organic marketing efforts, on top of Penn National Gaming’s mychoice database, has given the Barstool Sportsbook an unmatched customer acquisition model.
• The Barstool Sportsbook iOS app rating is a 4.8 on a scale of zero to 5, at the top of the marketplace.
• Barstool Sports’ online following has grown to ~144 million total followers on social media, a ~25% year-over-year increase.
• The handle (amount wagered) at Penn National’s 24 retail Barstool Sportbooks was ~$775 million in 2021, an increase of 98% year-over-year.

The works:

Production

Barstool Sports/Penn National Gaming

Credits

Dave Portnoy
Founder & President
Barstool Sports

Dan Katz
Podcast Host and Sportsbook Key Talent
Barstool Sports