Formula 1 partners with PokerStars in deal brokered by ISG
Formula One announced PokerStars as the new official betting sponsor, following an agreement between the company and the sponsorship and data rights partner of the racing series, Interregional Sports Group (ISG).
The deal will see the Flutter Entertainmentowned brand, which operates under The group of stars, will be broadcast exclusively in Formula 1 shows until 2023.
In addition, the agreement expands the portfolio of World Series racing betting and gaming sponsors, building on Formula 1’s previous agreement with Asia. 188Pari in March 2020.
Tony ragan, Deputy Managing Director of ISG, said: “We are delighted to have entered into this agreement with Flutter Group. The combination of PokerStars’ global appeal and this focused approach to engaging fans with many similar traits to the PokerStars community is an incredible opportunity for innovation and increased engagement between the two popular brands.
The five-year partnership between Formula 1 and SIG was first concluded in 2018, valued at $ 100 million, and focused on developing betting services.
ISG may sublicense the betting partnership rights to exclusive gaming partners on an international scale, providing partners with on-screen graphics, physical and virtual trackside signage and digital integration on the tracks. Formula 1 digital and social platforms.
Data and analysis cabinet Sports radar were also involved in the deal, providing data integrity solutions to coincide with the establishment of in-game betting markets. The company cooperated with ISG on the launch of Live Odds in 2019, an odds provider in live and pre-race leveraging exclusive and historical F1 data to create new odds models.
Working with Formula 1 gives us the opportunity to reach a fan base whose passion for sport goes far beyond motorsport, ”added Tom warren, Group Marketing Director at Poker Stars.
“Being able to engage an audience of this size while focusing only on the regions that are essential to us makes it a very exciting proposition. “