PokerStars is signing on the official sports betting partner of Formula 1 in a move that will provide the well-known gaming brand even greater international exposure. It’s an arrangement that was brokered through the data rights partner, Interregional Sports Group (ISG) and is set to last through 2023.

Under the terms of the deal, PokerStars will leverage content from the Flutter Entertainment arm, which is part of the Stars Group, on European F1 broadcasts and trackside advertising. The arrangement is set to run through each F1 season until 2023. The short term of the deal speaks directly to the tremendous audiences that F1 pulls throughout the world, but especially in the European markets.

In a statement reported on by InsiderSport.com, ISG joint chief executive, Tony Ragan commented on the deal saying, “We’re delighted to have reached this agreement with Flutter Group. Combining the worldwide appeal of PokerStars and this targeted approach in engaging fans with many similar traits as the PokerStars’ community is an incredible opportunity for innovation and further engagement between the two popular brands.”

On the other side of the deal, Tom Warren, group marketing director at PokerStars Marketing stated his company’s enthusiasm for the arrangement saying, “Working with Formula 1 provides us with the opportunity to reach a fan base whose passion for sport goes way beyond motorsport. To be able to engage an audience of this size and yet focus just on the regions that are key to us makes this a very exciting proposition.”

Though F1 is relatively obscure in the United States, it commands huge audiences in Europe and plenty of punters throw Euros down on F1 races every week.


Tags: ,

Related posts: