As the racing season kicks-off, news of PokerStars partnering with Interregional Sports Group (ISG) and Formula 1 came to light. PokerStars will be the official betting sponsor for Formula 1. Flutter Entertainment owned poker brand will now feature in all the European broadcast markets for every Formula 1 season till 2023.
ISG is into: Virtual Media Production & Commercialisation in Live Premium Sports Broadcasting and it aims to assist brands in targeting specific regional audiences through televised sport. With the popularity of PokerStars, this association is the perfect move for both the brands. It could also open doors for future partnerships and innovation in the coming days.
Tom Warren, Group Marketing Director at PokerStars said, “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.”
Tony Ragan, Joint CEO of ISG also said, “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.”
Given that Formula 1 is among the most popular auto racing events in the world, the partnership with PokerStars will only push the poker industry further into the limelight of mainstream sports. The collaboration between the two brands for the next two years could also bring about more similar partnerships between poker brands and other sports.
Donna Amo is a writer at Gutshot Magazine. She is a graduate from Sophia College of Women, Mumbai with a degree in English Literature. When this October born foodie is not writing content or poetry, she spends her time laughing at memes or watching series. Based out of Mizoram, she is drawn to all things nature and has a soft spot for puppies.
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