Jackpocket Partners with Barstool Sports: Expanding Reach

The online lottery courier app Jackpocket has announced a new partnership with Barstool Sports, becoming the “Exclusive & Official Digital Lottery Partner” of the popular media brand. This collaboration extends Jackpocket’s efforts to solidify its position as a leader in the online lottery market while leveraging Barstool's niche audience of dedicated fans.

Jackpocket’s partnership with Barstool Sports represents a strategic move to tap into a passionate, entertainment-focused audience. As the first third-party lottery courier licensed in the U.S., Jackpocket has grown to dominate the market, with its app leading iOS downloads in its category. Licensed in 17 states, Washington, D.C., and Puerto Rico, the app allows users to order lottery tickets conveniently within approved state lines.

The New Brand

Barstool’s distinctive brand and loyal fanbase create a unique opportunity for Jackpocket to engage directly with consumers who are enthusiastic about gaming and entertainment. This partnership follows similar agreements Jackpocket has with major sports leagues like the NHL, MLB, and NFL, but Barstool’s content-driven ecosystem offers a more targeted, personality-driven outreach.

The partnership includes Jackpocket’s integration into Barstool’s content and a chance for fans to engage with Barstool personalities like founder Dave Portnoy, Pardon My Take hosts Big Cat and PFT Commenter, and Million Dollaz Worth of Game hosts Wallo and Gillie.

Peter Sullivan, Senior Vice President of Lottery at DraftKings, highlighted the synergy:
“Barstool is an American entertainment powerhouse that Jackpocket fans know and love. This collaboration allows us to reach our players directly and bring Jackpocket’s easy, convenient lottery experience to more like-minded Americans.”

Jackpocket’s focus is to align itself with Barstool’s loyal fanbase, known for their strong brand affinity and willingness to engage in new ventures. The partnership seeks to make lottery gaming a seamless, interactive experience for Barstool followers.

This partnership stems from shared ties to DraftKings, which acquired Jackpocket for $750 million earlier this year. DraftKings and Barstool have a separate betting partnership, announced shortly after the 2024 Super Bowl.

Barstool’s renewed independence under founder Dave Portnoy also plays a role. After regaining ownership of Barstool Sports from PENN Entertainment, Portnoy has focused on rebuilding the brand’s content while forming strategic partnerships. On the Jackpocket collaboration, Portnoy stated:
“Everyone knows we’re teamed up with DraftKings, and now we’re excited to be bringing Jackpocket into the mix. What’s better than being able to play the lottery, and potentially win the jackpot, straight from your phone? Jackpocket makes it simple and fun.”

Jackpocket continues to lead the online lottery courier market, bolstered by its expansion into iGaming. Operating an online casino in New Jersey through a partnership with Caesars Interactive Gaming, Jackpocket remains the only courier to offer both lottery and casino gaming services.

However, competition in the space is heating up. Recent entrants like theLotter, Jackpot.com, and Lotto.com are challenging Jackpocket’s dominance. In New York, the fourth-largest lottery market in the U.S., theLotter received licensure this year, further crowding the space.

Despite this, Jackpocket’s innovations—such as exclusive partnerships, iGaming ventures, and now its alignment with Barstool—demonstrate a strategy to stay ahead of competitors in an evolving market.

This collaboration allows us to reach our players directly and bring Jackpocket’s easy, convenient lottery experience to more like-minded Americans.

The Future

The Jackpocket-Barstool Sports partnership underscores the growing intersection of gaming, media, and entertainment. By tapping into Barstool’s loyal audience, Jackpocket gains access to a niche yet engaged market, while Barstool expands its offerings to include digital lottery services.

As the online lottery courier space grows more competitive, Jackpocket’s ability to innovate and diversify its partnerships will be key to maintaining its leadership position. With the added boost from Barstool’s influence, Jackpocket looks well-positioned to engage new players, strengthen its brand, and continue shaping the future of digital lottery and gaming experiences.