The leading online poker player PokerStars will be the official betting sponsor of Formula 1 until 2023 after signing an agreement. [Image: Shutterstock.com]
Orientation towards European viewers
PokerStars has signed a contract with Formula 1 (F1) that allows them to become the official betting sponsor of the racing organization. Flutter Entertainment’s gambling brand announced that the deal will be in effect through 2023.
The specialist for virtual advertising, Interregional Sports Group (ISG), will enable this partnership in its role as data rights and sponsoring partner of F1. During the race weekends, the companies will target the audience in European broadcasts with a virtual PokerStars branding on the circuit.
PokerStars is the world’s leading online poker operator. The company operates through Stars Group, which merged with Flutter Entertainment last year. The PokerStars brand now also has an online casino and sports betting.
Welcome this new agreement
Tom Warren, Marketing Director of the PokerStars Group, spoke about the new deal. He talked about how this agreement will help PokerStars reach a sports-loving fan base. He said: “Being able to attract an audience of this size and still focus only on the regions that are important to us makes this offer very exciting.”
the deal will enable innovation and increased engagement with fans
ISG CEO Tony Ragan also spoke about the partnership. He said the deal will enable innovation and increased engagement with fans. He also mentioned PokerStars’ global appeal and that the F1 fan base has many traits similar to the operator’s community.
F1 and betting providers
This is not the first partnership between F1 and a gaming company in recent months. In May, Entain brands partypoker and PartyCasino signed a partnership agreement with the McLaren F1 team.
The relationship between Formula 1 and ISG goes back several years. ISG originally entered into a five-year partnership with Formula 1 in 2018 valued at an estimated $ 100 million. As part of its agreement, ISG can sublicense betting partnership rights to betting companies. This gives the brands access to regionalized signage, graphics and digital integrations.
ISG worked with leading sports data and analytics company Sportradar to launch Live Odds in 2019. This is an offering that uses F1 historical and exclusive data to provide odds models for pre-race and live betting markets.
In March 2020, ISG brokered a deal in Asia between the online betting brand 188Bet and F1. With this arrangement, the branding of the betting provider is displayed on the track during the broadcast of races in Asia. The relationship also includes other types of integrations and activations on the F1 social and digital platforms.
The post PokerStars enters into a multi-year partnership with Formula 1 first appeared on monter-une-startup.
