Sports betting

In pole position: why Formula 1 has become a magnet for gambling brands

PokerStars and Entain’s Party brands are vying for exposure after signing lucrative marketing deals with F1, but what is the end goal and how do operators feel about F1 betting?

After 40 years of Bernie Ecclestone being at the helm of Formula 1 (F1), gambling sponsorships finally broke into the inner circle of motor racing for the first time after new owner Liberty Media took over the business in 2017. This momentum has continued with PokerStars signing up as the official betting sponsor of F1…

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