In what can only be described as a strategic branding experiment, the Formula 1 racing team of global behemoth have struck a multi-year deal with Flutter Entertainment-owned Pokerstars, in a bid to gain more exposure.
A deal that certainly inspires intrigue, the hope is that both parties will reach new audiences, through the exposure that they get from the deal. It will see Pokerstars’ assets (casino and sport) marketed with relevant Red Bull branding.
In addition, fans will be able to enjoy engaging in various competitions as well as promotions that are available via both companies’ social media channels and websites.
A partnership with a lot of intrigue
There is no doubt that when it comes to marketing, Red Bull, as a holding company has mastered this and as a result, this latest deal certainly inspires curiosity.
Shedding more light on the deal was Red Bull Racing Team Principal and CEO, Christian Horner, who stated: “Following last year’s blockbuster Formula One season, I am delighted to kick off 2022 by announcing PokerStars as a new partner. In our sport we see constant evolution, not only applied to the cars but also to new technologies that are focused on reaching the sport’s global fanbase to provide new and interactive experiences for them to enjoy. We are pleased to welcome PokerStars to the Team as F1 enjoys a period of growth in new and existing territories and look forward to getting the 2022 season underway together.”
Meanwhile, Flutter International’s Chief Executive Officer, Dan Taylor, said: “Red Bull Racing is an ideal fit for PokerStars because it’s not just about what you offer fans and players but the ethos and vision behind how you offer it. Part of our vision for PokerStars is to create the world’s most epic casino, built on player experiences, giving our community moments they’ll never forget.
“Red Bull Racing’s phenomenal success is built on their bold, innovative, and passionate ethos, which has led to incredible success both on the track and in becoming one of the world’s most popular sports brands. We’re looking forward to working with the Team and sharing further developments as the 2022 season approaches. We wish the Red Bull Racing team all the best for their new campaign,” Taylor finished.
Customers from new markets?
What will be interesting to see is, that certainly on the Pokerstars side, whether they pick up new customers from countries where not only Formula 1 is popular, but also among Red Bull fans – especially Austria, where the company is based.
Although Pokerstars is a relatively well-known brand, acquiring players in new markets around the globe – or at least raising brand awareness could be beneficial for the online gambling company, especially in the long term.