Barstool Sportsbook went live with a Colorado mobile sports betting app Monday, making its online Rocky Mountain debut several days before the Denver Broncos’ 2021 NFL preseason opener against the Minnesota Vikings.
The mobile launch follows the rollout of Barstool’s retail sportsbook inside Ameristar Casino Resort Spa Black Hawk last November. Barstool teased the announcement over the weekend with a post on its Twitter account, signaling Monday’s launch of the mobile sportsbook in the Centennial State.
In February 2020, Penn National Gaming completed the acquisition of a 36% stake in Barstool Sports for $163 million and adopted its brand for its sportsbooks nationally.
With the addition in Colorado, there are now Barstool mobile sportsbooks in five states. Penn National confirmed the Colorado rollout on Monday in an email to CO Bets. By Tuesday afternoon, Penn National could add a sixth state, as the company teased a similar launch this week in Virginia.
Synergies with theScore
Embedded into Monday’s announcement on Ameristar’s website, Barstool posted a colorful ad enumerating the benefits of placing a wager from the comforts of your own home. For every wager placed on the app, Barstool customers will receive mychoice tier points and mycash rewards from two loyalty programs offered by the company.
In addition, Barstool will offer new customers $1,000 in “risk free” bets for joining the company’s VIP program for sports betting.
— Sabrina Pinto (@sabrinabets) August 9, 2021
The launch comes less than a week after Penn National announced the proposed acquisition of theScore for approximately $2 billion in cash and stock. The acquisition of the Toronto-based media and sports betting company occurs at a time when Canada is set to launch single-event sports betting on the provincial level.
During last week’s second-quarter earnings conference call, Penn National CEO Jay Snowden indicated that Barstool could be live in 10 states by the end of the 2021 calendar year.
“With greater operating scale and leverage, improved products, and unique value-creating marketing strategies, we believe we are extremely well positioned for a strong fall as we roll into Barstool Sports’ favorite time of the year, football season, which provides a nice segue to our pending acquisition of theScore,” Snowden said.
— Barstool Sportsbook (@BSSportsbook) August 9, 2021
While Snowden expects theScore to serve as the company’s lead brand in Canada, Barstool conversely will take the lead in U.S. markets, he explained. Barstool already had a built-in structural advantage through its market access and fan engagement, Snowden noted. Now with theScore on board, Barstool will have more optionality, he indicated, through integrated media offerings, as well as the opportunity to operate its own tech stack. Penn National signed a long-term partnership with sports betting tech provider Kambi in 2019.
MLB on Barstool Sports?
With Barstool on board, there are now 23 mobile sportsbooks operating in Colorado. Barstool enters the market at a time when MLB’s Colorado Rockies have little chance of making the playoffs. Trailing NL West leader San Francisco by 20 games heading into Monday’s action, the Rockies have odds of 500/1 at Barstool to win the division.
Barstool Sports garnered more headlines on Monday when the New York Post reported that it and MLB are in talks on a partnership regarding national game broadcasts on the site’s platforms. If completed, MLB in-game betting at Barstool Sportsbook may grow considerably in scope.
NEWS: MLB & Barstool Sports in significant talks to broadcast games, The Post has learned.https://t.co/vdvjOQ5Kkv
— Andrew Marchand (@AndrewMarchand) August 9, 2021
As for the NFL, the Broncos remained a 2.5-point favorite over the Vikings at Barstool on Monday afternoon. The total for Saturday’s opener is 34.5 points.