PokerStars and Formula 1 signed a sponsorship agreement for 3 years

July 23, 2021 |

According to the new agreement, PokerStars becomes the official betting sponsor for Formula 1 for 3 years. The agreement was signed between the online brand and the agency Interregional Sports Group.

The focus is on Europe

The all-new collaboration between the gambling brand and the sport’s sponsorship and data rights partner allows Poker Stars to be displayed in the European broadcasts for every season of Formula 1 for several years.

Interregional Sports Group is the world leader in virtual advertising technology usage. It helps the brands in targeting particular regional spectators through televised sport. Poker Stars is one of the world’s top online poker operators merged with Flutter Entertainment a year ago.

Poker Stars

Opportunity for both companies

Tony Ragan, CEO of Interregional Sports Group (ISG), shared his view on the partnership. He said the agreement with Flutter Group is something they’re all delighted with, and he pointed out two brands got the opportunity to engage further and be even more innovative.

Marketing Director of Poker Stars Group, Tom Warren, also talked about the companies’ deal and said that collaboration with Formula 1 provides Poker Stars Group with the chance to get the base of fans who are so passionate about the sport they love.

Gambling providers and Formula 1

For F1, this partnership is not the first one when it comes to gambling companies. A few months ago, McLaren and Entain brands, Partycasino and Partypoker announced they have entered into a multi-year partnership built on foundations and goals these two companies share.

When it comes to cooperation between Formula 1 and ISG, it started a few years ago, in 2018. Two companies entered the partnership estimated to be worth $100 million. From the start of the collaboration, the focus was on the development of betting services.
In 2019, ISG already had a partnership with Sportradar. This company is the leader in the field of sports analytics. Thanks to that collaboration, the Live Odds have been created. The provider uses unique and historical F1 data to build new odds models for both live and pre-race betting marketplaces.