The US has a long and rocky relationship with poker and gambling in general. Nowadays, although some states have embraced and regulated online gambling, there are still also states where any form of online gambling, including poker rooms, is banned.
However, there are several ways gaming companies can spread their influence. One way is to partner with a mainstream franchise. That’s what PokerStars did when partnering with the Detroit Red Wings.
Sports Franchises and Partnered Gaming Companies
Sports is one of the most popular hobbies in the US, with millions of sports fans keeping up to date with the latest events. As such, sports companies are the perfect partners for iGaming companies.
Partnering with a mainstream sports franchise gives these companies increased influence, more marketing opportunities, and awareness of the iGaming brand among sports fans. This awareness increases an iGaming company’s trustworthiness as they’re partnered with an official brand.
In 2014, PartyPoker signed a deal with the New Jersey Devils, becoming the first poker company to partner with a mainstream sports team. Since then, it’s become more common to see such partnerships happening.
Top online gambling sites like FanDuel and DraftKings are partnered with many sports teams. By partnering with each other, the sports team typically gets a sponsorship deal. Meanwhile, the iGaming company can add its logo and branding to the team’s kit and home field.
PokerStars’s Deal with Wings
PokerStars is one of the most famous poker companies in the US, and have recently signed a deal with the NHL 11-time Stanley Cup winners, Detroit Red Wings.
Their sponsorship deal with the NHL Wings team will span several years. This deal allows PokerStars to add branding to Little Ceasar’s Arena, where the Wings play their home games.
It will increase the awareness of PokerStars and their poker tables among Michigan sports fans. PokerStars looks forward to expanding its offering to the PokerStars community. The Wings also benefit in that they might gain support from poker players loyal to the PokerStars brand. As such, this is a beneficial relationship for both sides.
What This Means for Poker
Poker is a popular pastime for many online players, and this sponsorship deal will expand the brand’s awareness and offering. We’ve seen the benefits companies like DraftKings, FanDuel, and BetMGM have gained after partnering with mainstream sports teams. PokerStars is on track to enjoy the same benefits and can look forward to a new market of Michigan Wings fans.
This official deal also broadcasts the message that poker, like sports betting, is becoming more mainstream and acceptable. It might even open the way for poker to become more popular and accepted in other states. Only time will tell, but for now, we enjoy the new partnership between PokerStars and Detroit Red Wings and the opportunities it brings.
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