PokerStars Thursday announced it has reached an agreement to become the official betting sponsor of Formula 1 through a partnership with Interregional Sports Group
The elite racing circuit, which includes teams sponsored by Mercedes, Alfa Romeo, and Ferrari, will exclusively feature PokerStars content in European market broadcasts through 2023.
“Working with Formula 1 provides us with the opportunity to reach a fan base whose passion for sport goes way beyond motorsport,” said PokerStars Group Marketing Director Tom Warren in a statement. “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.”
PokerStars Sports is the online betting service of PokerStars
ISG uses virtual advertising technologies to help brands target specific audiences through televised sporting events. PokerStars is owned by the Flutter Group, a holding company for international brands and operations including Paddy Power, FanDuel, Sky Bet, FOX Bet and Betfair.
“We’re delighted to have reached this agreement with Flutter Group,” said ISG Joint CEO Tony Ragan in a statement. “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.”
