This week, Flutter International, the global gaming powerhouse that owns big betting brands such as PokerStars announced a huge partnership with Interregional Sports Group (ISG) and Formula 1. Taking the center stage in this partnership is PokerStars which is now Formula 1’s official betting sponsor in Europe. The deal was brokered by ISG which the motor racing championship’s sponsorship and data rights partner.
As per the terms of the lucrative partnership deal, the PokerStars brand will, going forward, feature exclusively throughout the championship’s European broadcast market. This will apply to all virtual trackside advertising for all the Formula 1 seasons up until 2023. For the poker operator, the sponsorship deal represents a unique opportunity to reach newer regional audiences. ISG has been PokerStars’ partner since 2018 and its goal has always been to help the brand target specific regional audiences through televised sport.
“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.”Tony Ragan, joint chief executive of Interregional Sports Group.
Tom Warren, the group marketing director at PokerStars Marketing affirmed this stating that the partnership will allow them to “reach a fan base whose passion for sports goes way beyond motorsport.” It is an incredibly exciting opportunity especially because of what it means for the world of online poker going forward.
Formula 1’s Partnership with Interregional Sports Group
This new development would not have happened the way it did had ISG not inked the partnership deal it currently has with Formula 1 back in 2018. The partnership between the two was for an initial five-year period and is estimated to be worth at least $100 million. Their goal with this was to push forward developments related to betting services and so far, it is paying off. Bringing PokerStars’ parent company, Flutter International, is set to also be worth all the effort that was put into it.
To help with the partnership, Sportradar, a popular data, and analytics firm was also involved in the agreement. The company’s task as stipulated in the agreement is to provide data integrity solutions that should coincide with the establishment of in-play betting markets. This could tie in nicely with Formula 1’s plans to reach an even wider market and audiences not just in Europe but across the globe.