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Barstool Sports Adds Streaming Service Sling to Its Offerings

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Barstool Sports Adds Streaming Service Sling to Its Offerings
Erika Nardini. Andrew Toth/Getty Images for AWXI/AFP

With the increasing competitiveness of the US legal sports betting scene, wagering providers are being forced to seek new ways of trying to increase exposure and ultimately maximize profits. Penn National’s Barstool Sportsbook may just have found another strategy for getting their name out there, just in time for the bread-and-butter football season.

SLING TV, the Emmy Award-winning live streaming TV service has stepped up and partnered with Barstool to provide their throng of steaming subscribers Barstool sports betting content. SLING brings the valuable viewing platform and hopes for the streaming service are that Barstool brings their legion of followers, known as stoolies.

“We’re thrilled to partner with Barstool Sports to bring the new Barstool Sports Channel to streaming TV audiences across America, giving broader exposure to their highly engaging content and personalities,” said Michael Schwimmer, President, SLING TV. “We’re confident that Barstool’s incredibly engaged and loyal audience will embrace the SLING experience, where we continually push the boundaries in streaming live and on-demand TV.”

The Barstool Effect

The Barstool name, prior to entering the legal sports betting world was a bit of a media phenomenon. Their bombastic style of broadcasting boasted 9.2 million unique listeners each month for its collection of 38 podcasts, and an overall audience of about 66 million. The number of loyal followers has only grown with their foray into the gambling scene.

They entered as a “loud presence” thanks to their founder Dave Portnoy, and they have remained so since entering the sports betting industry. They will provide SLING predictably in-your-face content on shows that include Barstool College Football Show, The Pro Football Show, ‘One Bite’ Pizza Reviews, Pardon My Take, Call Him Papi with David Ortiz and Jared Carrabis and The Brandon Walker College Football Show.

“The Barstool Sports Channel features live content from the brand’s portfolio of video podcasts, blogs, and video series. SLING users can access the Barstool Sports Channel via the SLING guide to catch special commentary, live content, and more in time for the [college] football season,” according to a statement issued by SLING.

The SLING Effect

DISH Network owned SLING TV is a top streaming brand operating in the US. They boast more than 700 channels that they provide for viewers including Disney/ESPN, Fox, NBC, AMC, A&E, AXS, Discovery, Scripps, Turner, Viacom, NBA TV, NFL Network, NHL Network, Pac-12 Networks, GSN, Hallmark, SHOWTIME, STARZ and EPIX.

Adding some gambling content seems like a natural progression for the service. SLING has an enormous reach that it will provide to the Barstool brand and will be able to distribute the unique Barstool content to the betting provider’s faithful listeners as well as a new audience interested in the ever-growing US legal sports betting scene.

“Having our own channel on SLING is another way for Barstool to continue to move the goal post and break barriers in broadcast and streaming,” said Erika Nardini, CEO, Barstool Sports. “We are ready to bring both Barstool and SLING’s engaged audiences our content and personalities in time for the college & pro football seasons and much more.” “We want to bring Barstool to as many people as possible in as many forms as possible,” Nardini said.

Following the Trend

Media company/sports betting provider partnerships are not new, but they are seemingly becoming more crucial during this time of exponential growth for the US legal sports betting industry. PointsBet has a deal in place with NBC sports, FOX and FOX Bet work together to promote each other’s brand, Caesars and CBS have teamed up and the Bally’s brand has taken over Sinclair Broadcasting in an attempt to increase their exposure among American bettors.

All of those involved in the exploding US legal sports betting scene are trying to find that extra gear and Barstool’s latest attempt comes at the most important time for the industry – right before the kickoff of football season and the most important 6-month span for sportsbooks in the country. Both sides win in the latest media/ sports betting provider deal. Barstool and SLING brands will benefit from added exposure among the rapidly growing number of wagering enthusiasts across the country.