PokerStars becomes the new official partner of Formula 1 via a deal brokered by the leading global construction services company, ISG. This new partnership will see PokerStars advertisements granted a track-side access, for an exclusive broadcast in Europe only. Consequently, this deal set to last right until the upcoming 2023 Formula 1 season.
This deal wouldn’t be possible without ISG. The company has a reputation as the best of the best. Especially when it comes to assisting brands and companies to increase their global presence via virtual advertising. And being that ISG is already in a deal with Formula 1 since 2018, it was only natural that ISG could be the one to arrange the PokerStars deal. The 2018 agreement made ISG the sole regulator for providing several key services. Specifically, sub-licensing betting partnership rights, selecting and providing access to branded on-screen graphics(regional), fully digital amalgamation to all social networks and platforms, in addition to both physical and virtual track-side signage.
Both PokerStars and ISG are quite satisfied with the latest partnership. Consequently, given the magnitude of the brands included, we cannot say that this comes as much of a surprise. PokerStars marketing director, Tom Warren, recognizes the unique opportunity for the brand to increase its world-wide recognition even further:
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.
Tom Warren – PokerStars
Moreover, ISG joint chief executive, Tony Ragan, definitely shares the new partner’s enthusiasm:
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
The latest news come after several quite successful ventures by the ISG in recent times. Specifically, the Formula 1 and ISG partnership comes after brokering the last year’s five year deal between Formula 1 and betting provider 188Bet. With Asia as the target audience, the deal saw 188Bet with exclusive access to virtual track-side advertising. In addition to complete optimization with all F1’s digital and social platforms. As a result, 188Bet is the sole and exclusive owner of F1 Play, an official race predictor app. This app is also exclusive for Asia. Consequently, it receives official Formula 1 betting information from the multinational sports data provider corporation, Sportradar.
