PokerStars and Formula 1 Broker Betting Deal

By Ben Hamill - July 18 2021
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PokerStars and Formula 1 Broker Betting Deal

PokerStars is now one of the Formula 1 motor racing championship’s official betting sponsors. The agreement was secured by Formula 1’s partner in data and funding, Interregional Sports Group. In 2018, Formula 1 announced its new venture with ISG, the Sportradar and Media Group. The new deal was facilitated by ISG as part of its mission to deploy virtual advertising technologies to assist companies in targeting particular regional viewers via televised sport.

PokerStars, owned by Flutter Entertainment, will be featured to the exclusion of others throughout the broadcast market in Europe. This will be accomplished using virtual advertising on the trackside and will continue through every season of Formula 1 until 2023.

Formula 1 owner Liberty Media revealed that its partners in data and media rights will be working with information lifted directly from races. This will allow for In-Play betting markets during Grands Prix. The Financial Times, a leading global business publication, has suggested that this wagering support could be valued at a minimum of US$100 million over a five-year period.

Read More...First-Time Bookmaker Sponsorship for F1

Extended Reach & Worldwide Appeal

The Group Director for PokerStars Marketing Tom Warren said that this new partnership would give his company the chance to access a fan base with a passion for sports that extends far beyond Formula 1. Warren said that the chance to interact with an audience of this size while at the same time focussing on key regions make this proposition a very exciting one.

Joint ISG Chief Executive Tony Ragan said that his firm is delighted with the new Flutter Group deal. He said that the global interest that PokerStars brings to the table with an earmarked approach to capturing new fans with the same traits that the online Poker room community has is a wonderful opportunity for his company to seize on. He added that he looks forward to innovating and deepening the two brands’ engagement in the future.

Previous Agreements Implemented by ISG

In 2020, ISG oversaw a five-year partnership between Formula 1 and 188 Bet, the online betting company. 188Bet branding appears on virtual trackside advertising broadcast all over the Asian region. Bespoke activation and integration across the multiple social and digital platforms belonging to Formula 1 was also part of that agreement.

188Bet also received sole ownership of F1 Play. This is a popular predictor app in the Asian sports betting market due to it getting official Formula 1 wagering information from Sportradar.

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