In today’s fragmented media landscape, attracting an audience is harder than ever. Yet one category continues to thrive: sports. Within that, cornhole — a casual backyard and tailgate game — has gained serious momentum, not just as a competitive sport, but as broadcast and digital content, a merchandising opportunity, and a driver of community connection. Its appeal is universal.
Launched in 2015 by Stacey Moore, founder and Commissioner of the American Cornhole League (ACL), cornhole has transformed from a simple pastime into a professional spectacle. Today, the league airs on ESPN, ESPN+, and CBS Sports Network, and its World Championships feature roughly 1,800 players — a reported 800 percent increase since the inaugural event.
“I think the cadence of how the game is played, the social aspects, and the fact that you don’t have to be a top-notch athlete to succeed — anyone can play, anyone can win,” Moore said. “It’s a great level playing field, and a sport that everyone can enjoy.”
Accessibility and Relatability Drive Growth
ACL Chief Strategy Officer Trey Ryder attributes the league’s success to accessibility and relatability. Combine that with the unpredictability of competition, the drama of rivalries, and the thrill of live play, and cornhole has unlocked a floodgate of audience interest.
“Cornhole has a low barrier to entry,” Ryder said. “Anyone can play, which you can’t say about every sport. And relatability is key — when someone sees a pro throw a four-bagger on TV, it sparks memories of tailgate victories and fun times with friends. That connection drives people to become both players and fans.”
Beneath its simple rules, cornhole is a game of precision, strategy, and high-stakes competition. Fans follow not just matches, but personalities, rivalries, and storylines—especially on social media.
“One of the most unique things you’ll see at an ACL event is a battle between the world’s best players alongside someone like 69-year-old Debra Odum, a retired paralegal who plays for love of the game,” Ryder said. “Anyone can enjoy the sport.”
Business, Sponsorship, and Celebrity Appeal
For media platforms, cornhole offers fast-paced, visually engaging content adaptable to multiple formats—from live tournaments to short-form digital clips. Sponsors have taken notice: Camping World, Bush’s Beans, and Miller’s Ale House are ACL partners who have seen strong increases in brand awareness since joining the league.
On the charitable front, the ACL’s “Cornhole for a Cause” event pairs celebrities with ACL pros to compete live on ESPN for the charity of their choice, blending athleticism, celebrity, and philanthropy. To date, over 85 celebrities —including Shemar Moore, Scott Porter, Dawn Staley, Kel Mitchell, Tyler Cameron, Nikki Bella, Chad “Ochocinco” Johnson, and cast members of Jersey Shore — have participated. Flavor Flav also emceed one event.
Future plans include cross-promotional events with major sports brands like NASCAR, pairing professional cornhole players with racing stars to create fan-facing content for television and streaming audiences.
Cornhole’s visibility reached a new milestone last year with the ACL’s first “Cornhole for a Cause” broadcast during Super Bowl weekend, live from the NFL Experience. The event cemented cornhole’s status as a growing pop-culture fixture.
The Jersey Shore Moment
One of the most notable celebrity collaborations came in 2022 in Atlantic City, when Jersey Shore star Mike “The Situation” Sorrentino and his ACL pro partner won their respective celebrity event. Marlon LeWinter, ACL’s Director of PR and Communications, had a lightbulb moment: he reached out to Sorrentino’s team and collaborated directly with MTV and 495 Productions to bring the entire Jersey Shore cast and crew to the championships. The crossover was featured in five episodes of Jersey Shore Family Vacation.
“Cornhole is such a relatable sport. It’s something that anyone can play, and it’s also super authentic,” LeWinter said. “I look to bring on the right celebrity mix to create conversation and engagement with different audiences — personalities who love to have fun and don’t take themselves too seriously.”
Mainstream Media Recognition
Beyond entertainment collaborations, the ACL’s rise has also captured mainstream media attention. Cornhole has been profiled in The New York Times Sunday Magazine, CBS This Morning, The Sherri Shepherd Show, Bloomberg, and even CNBC on the stock exchange floor, further validating its cultural and commercial momentum.
Player Stories Perfect for Docuseries
Beyond the live sport itself, the ACL is naturally suited for documentary or reality-style storytelling. Ryder highlights compelling player narratives:
“Mark Richards, our all-time winningest player, was a PE teacher from Indiana who taught himself cornhole on YouTube. He recently left teaching because he was making more money playing cornhole full-time. Others discover the game later in life and compete at a high level. Our job is to tell these stories.”
These arcs — ordinary people achieving extraordinary results—make cornhole ideal for non-scripted reality and competition programming.
Merchandising Boom
Professionalization has created significant merchandising opportunities. Through partnerships with Dick’s Sporting Goods and Escalade, the ACL now offers a full line of outdoor products and educates consumers on high-quality cornhole gear.
“In the early days, if you walked into Dick’s Sporting Goods to buy a cornhole set, it might last three months — low-quality imports, nothing like what you saw on TV,” Moore said. “Now, people can buy professional equipment.”
Global Growth and Market Momentum
According to Ipsos, cornhole is now the most-played sport in America. Internationally, leagues and tournaments are expanding across Europe, Asia, and Latin America. The global market is projected to grow from $169.2 million this year to $257.8 million by 2032.
“Lifestyle sports like cornhole blend culture, community, and competition,” Ryder said. “For networks and advertisers, it’s a rare chance to capture an engaged audience at relatively low production costs with strong brand loyalty.”
Moore adds, “Our international growth is fascinating. We recently held a World Cup event in Croatia with participation from 20 countries—proof that the concept resonates globally.”
The league also has its sights set on becoming an Olympic sport.
“We will get there,” Moore said.
Community Beyond Competition
Despite commercial success, Moore emphasizes cornhole’s deeper value: community.
“I’ve met people who were struggling — suicidal, dealing with PTSD, or other mental health challenges — who find a sense of belonging in their weekly league. That’s the real power of this sport.”
The Next Breakout Sport
With accessibility, competitive tension, cultural relevance, merchandising success, and compelling player stories, cornhole is poised to become a breakout sport on TV and streaming platforms. Global expansion, proactive media distribution, and strategic partnerships will be key.
“In this age of desired authenticity, we seek the brands we can relate to, we can afford and we can simply hang out with,” noted Mike Tankel, partner/optimist at the marketing and development firm To Be Continued. “Cornhole is that. And the market is huge — it has no limitations, works across demographics, easily personalized, simple rules, takes up little space, and is readily portable, all while offering smiles to participant and viewer alike.”
In an era of short attention spans, cornhole’s authenticity, relatability, and community connection might just be the fix the media world has been searching for.