PokerStars becomes official betting sponsor of Formula 1

PokerStars has secured an agreement to become the official betting sponsor of Formula 1 (F1). The operator has inked a multi-year agreement with the premier motorsport series through to 2023. As part of the deal, PokerStars branding will feature exclusively throughout the European broadcast market during each Formula 1 season. The partnership will be facilitated by virtual advertising specialists ISG, who will specifically target regional audiences with PokerStars branding on race weekends. Tom Warren, PokerStars group marketing director, said: “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,” he added. Tony Ragan, ISG CEO, commented: “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.” PokerStars’ arrival in the world of F1 follows Entain brands PartyCasino and partypoker, which both inked a partnership with McLaren in May