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PokerStars, the Flutter Entertainment-owned gambling brand, has partnered with Interregional Sports Group (ISG) and Formula 1 for an exciting season of racing. Through the deal, PokerStars has become an official betting sponsor for Formula 1.

The partnership will see PokerStars feature exclusively throughout the European broadcast market for each Formula 1 season until 2023.

ISG is the world leader in using virtual advertising technologies to help brands target specific regional audiences through televised sport. Combining PokerStars’ worldwide appeal, and this targeted approach make this an exciting partnership for both brands with chances to further innovate in the future.

“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, Group Marketing Director at PokerStars, 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,” Tony Ragan, Joint CEO of ISG, said.

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