PokerStars will soon become a regular fixture in Formula 1 broadcast after the Flutter Entertainment group brand reached a deal with the said sports brand and media group Interregional Sports Group.

PokerStars in Formula 1

The Deal: On Thursday, PokerStar announced its partnership with Formula 1, taking the title as the official betting sponsor of the prestigious racing circuit through 2023.

ISG, the sponsorship and data rights commercial partner of Formula 1, facilitated the deal between Flutter Entertainment brand and Formula 1. The company has projected itself as a diverse yet integrated sports media group that uses virtual advertising technologies to support brands in marketing and players acquisition campaigns through televised sports.

The Objective: PokerStars already has high expectations its partnership with Formula 1 and ISG will ultimately pay off. The brand hopes to leverage Formula 1 popularity in Europe to reach more audiences in the continent and enhance its market presence in the region.

World Championship of Online Poker

PokerStars’ tie-up with Formula 1 comes as a massive boost for the brand’s popularity. The World Championship of Online Poker is taking place roughly a month from August 22 to September 15, 2021. The online poker operator will be offering the biggest guaranteed prize ever at $100 million, besting the previous high of $99.9 million from last year. 

PokerStars executives expect more participants to compete in this year’s tournament, with the pot money reaching seven figures, not to mention the huge marketing impact the tie-up with Formula 1 would provide. Last year’s World Championship of Online Poker attracted more than 1.1 million online players competing for Poker glory and fortune across 75 events.

Key Quotes from the Press Release

Tony Ragan, joint executive CEO of ISG, 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.”

Tom Warren, group marketing director at PokerStars, commented on the group’s latest alliance.

“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.”