Online poker firm PokerStars has been unveiled as an official betting sponsor of Formula 1 motor racing in a partnership secured by the sport’s sponsorship and data rights partner Interregional Sports Group.

The deal will see PokerStars, which is owned by gambling giant Flutter International, being featured exclusively throughout the European broadcast market until 2023.

Last year, online betting brand 188Bet became a betting sponsor of Formula 1 in the Asia region, in a five-year deal running through to 2024 that was also brokered by ISG, a specialist in virtual trackside advertising.

Formula 1 first partnered with ISG in 2018 in a deal though to be worth $100 million over five years for the creation of a betting offer, with Sportradar also brought in to provide associated data and integrity solutions, such as the development of new in-play betting markets.

In 2019, ISG and Sportradar launched Live Odds, a betting service providing live and pre-race odds that used exclusive and historical F1 data to create new odds models.

As part of the deal, ISG can sub-license betting partnership rights to “select betting brands around the world,” offering regionalised branded on-screen graphics, physical and virtual trackside signage and digital integration across Formula 1’s digital and social platforms.

Tom Warren, group marketing director at PokerStars, said today: “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.”

Tony Ragan, joint chief executive at ISG, added: “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.”