Flutter Entertainment’s igaming brand PokerStars has strengthened its sports-oriented brand recognition by partnering with Red Bull Racing.

The collaboration has been initiated ahead of the 2022 Formula One season, and will see the PokerStars’ logo featured on Red Bull Racing’s RB18 racecar and on the team’s race suits.

Additionally, the duo have detailed a joint ambition of expanding their respective audiences whilst offering rewards to existing F1 fans and poker players via experiences, promotions and content. 

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.”

Several marketing activities will occur across The Stars Group’s PokerStars Casino, PokerStars and PokerStars Sports products as part of the partnership, whilst also promoting responsible play messaging. 

The agreement represents an expansion of PokerStars F1-focused activities, with the firm operating as the official betting partner of the racing series under the terms of an agreement with the tournament’s sponsorship and data rights agency, Interregional Sports Group (ISG) signed in July of last year.

Red Bull Racing Team Principal and CEO, Christian Horner, said: “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.”