PokerStars has become the official betting sponsor for Formula 1 through the partnership secured by the championship's sponsorship and data rights partner, Interregional Sports Group (ISG). The partnership will see Flutter Entertainment-owned PokerStars exclusively present across the European trackside virtual advertising broadcasting market for each Formula 1 season through 2023. The deal is the latest brokered by ISG, a leader in the implementation of virtual advertising technologies to help brands target specific regional audiences through sports TV, as part of a partnership with F1 dating back to 2018.

"Working with Formula 1 offers us the opportunity to reach a fan base whose passion for sport goes far beyond motor sport. Being able to engage an audience of this size and yet only focus on the goals that are critical to us makes this a very exciting proposition,” explained Tom Warren, Marketing Director of PokerStars Marketing Group.

Tony Ragan, joint chief executive of ISG, said: “We are delighted to have reached this agreement with Flutter Group. Combining PokerStars' worldwide appeal and this focused approach to engaging fans with many traits similar to the PokerStars community is an incredible opportunity for innovation and further engagement between the two famous brands. "

Last year, ISG negotiated a five-year deal in Asia between F1 and online betting brand 188Bet. The operator's logo appears on the virtual advertising on the track for the races broadcast, together with the activation and tailor-made integration through the various digital and social platforms of F1.

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