PokerStars has partnered with Interregional Sports Group and Formula 1 to provide the Flutter Entertainment group’s brand to the European broadcast market exclusively for each race season through 2023.
ISG, which employs virtual advertising technologies to help advertisers target specific regional audiences through televised sport and is Formula 1’s commercial partner for sponsorship and data rights, arranged the deal.
Taking use of the brand’s global appeal, PokerStars claims that the targeted strategy makes “this an exciting partnership for both” with opportunities to innovate in the future.
Incredible opportunity for innovation
ISG’s joint executive CEO, Tony Ragan, 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.”
The World Championship of Online Poker will be held from August 22 to September 15, 2021, with the PokerStars community competing for a prize pool of $100 million, the series’ largest guarantee to date.
Last year’s tournament paid out $99.9 million to the PokerStars community, surpassing the original $80 million guarantee and attracted over 1.1 million players across the 75-event calendar.
Group marketing director at PokerStars, Tom Warren said of 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.”