First-Ever Deal of Its Kind Sees PokerStars and Detroit Red Wings Team Up
The multi-year partnership is unique in the US marketplace as the first example of a global entertainment brand inking such a high-profile sports deal.
In a huge partnership deal, PokerStars is now the official sponsor of the National Hockey League’s (NHL) Detroit Red Wings. The multi-year partnership will see crossover promotion between the storied original-six team and the world’s preeminent online poker company.
The rise of the legal poker market in the US has brought opportunities to the fore for many kinds of partnership deals, and with a growing presence in Michigan since early 2021, PokerStars is in a prime spot for big deals. There are few deals in Michigan bigger than Detroit’s professional hockey team, the Red Wings, and this new partnership cements a relationship between two of the biggest names in their respective industries.
The Red Wings are an iconic hockey franchise. As part of the original six teams in the NHL, the Red Wings have nearly a century of history in Michigan’s biggest city. Beginning life in 1926 as the Detroit Cougars, the team spent a few years as the Falcons before settling on the iconic Red Wings moniker in 1932. The team has 11 Stanley Cup championships to its name, the most of any US team, and third overall behind only the Montreal Canadiens and the Toronto Maple Leafs.
The new deal with PokerStars will see cross-promotion between the two partners, with PokerStars branding seen during Red Wings games and Red Wings iconography making its way onto the virtual poker felt. The partnership will be a powerful entertainment force in the Michigan marketplace, bringing poker fans to the ice, and hockey fans to the felt.
Cross Branding Raises Both Profiles
With PokerStars leading a growing online poker market in Michigan, it makes a lot of sense for the operator to expand its reach beyond the poker world. With hockey being one of Michigan’s passions, partnering with the state’s NHL franchise is a clear plus for both sides.
The deal, which extends beyond this year into a multi-year deal, will see PokerStars branding at Red Wing’s home games at Little Caesars Arena. Additionally, the iconic poker brand will be pushing responsible gaming messages as a critical part of the deal, something it is already doing as part of its license in Michigan.
The promotion goes both ways however. Players on PokerStars MI can also expect to see branding from the Detroit Red Wings as part of their online poker experience. Among the imagery players can expect to see at the online felt and in PokerStars marketing material is the iconic Winged Wheel logo that has been the team’s brand for decades.
About PokerStars
As the operator of the most popular online poker sites in the world, PokerStars has been a major part of the poker world since its opening in 2001. The operator was partly responsible for the massive poker boom following the 2003 WSOP when that year’s winner, Chris Moneymaker, earned his Main Event ticket in an online satellite game on the client. In early 2021, PokerStars moved into Michigan with PokerStars MI, and it has been the premiere operator in the space ever since.
About the Detroit Red Wings
The Red Wings began their life as the Detroit Cougars in 1926, but by the early 1930’s, the Red Wings name and branding was in place. Over their near-century of existence, the franchise has won 11 NHL championships, the third most of any team, and the most for a US-based team. The team has also played host to some of the best players in the history of the game, including the iconic Gordie Howe and Stevie Yzerman. In 1982, the team was purchased by Mike and Marian Ilitch, owners of Little Caesars Pizza and four of the team’s 11 Stanley Cup wins have come under Ilitch’s ownership.
*Any mention of a bonus or discussion of such terms is not in relation to the province of Ontario.
