Global gaming giant Flutter Entertainment is making huge progress in its plans to boost its profile and establish a solid footprint in the highly lucrative United States market through strategic link-ups.
Their latest eye-catching move is a new partnership with National Hockey League (NHL) franchise Philadelphia Flyers through one of its many subsidiaries – PokerStars.
It is a strategic move aimed at boosting PokerStars’ popularity across the US, with Flutter keen to capitalise on the growing interest in online wagering.
The Flyers and PokerStars Partnership
The Flyers marked their return to the betting scene by shaking hands with PokerStars over a lucrative partnership that will boost their profile in the US.
The terms of the deal will see the Flyers display PokerStars branding during their home games at the Wells Fargo Centre and also in television adverts.
In a bid to get the fans actively involved, the partnership will also include plenty of engaging activities, such as giveaways and memorabilia draws.
Todd Glickman, Chief Revenue Officer at Comcast Spectacor, has rubber-stamped the partnership, raving about the impact it would have on the fans and the wider community.
“We’re excited to welcome PokerStars to the Flyers family,” he said. “Their dedication to innovation and giving epic rewards and experiences to their players aligns perfectly with our goals of engaging our fantastic community of fans.”
The link-up between the Flyers and PokerStars makes plenty of sense given Philadelphia’s historical ties to the Republic of Ireland, where Flutter initially made its mark as an operator of one of the Irish online casinos.
The partnership will strengthen those ties even further, allowing Flutter to market its range of wagering products to captive audience.
This isn’t PokerStars’ first foray into sports in pursuit of greater visibility. The company previously partnered with the Detroit Red Wings in 2022 and has a notable presence in Formula One (F1).
The Surge of Interest in Women’s Sports
One of the most exciting trends in modern-day sports is the increasing popularity of women’s sports, which has translated into a massive surge in betting interest.
The 2024 NCAA championship match between Iowa and South Carolina drew peak viewership of 24 million people, surpassing the men’s title game for the first time.
The growth of women’s sport didn’t end there. In the first month of the 2024 WNBA season, the league recorded its highest attendance in nearly three decades.
The number of views also nearly tripled the previous season’s average, while Flutter’s leading US sports betting brand, FanDuel, had a significant surge in activity on the opening night.
The growing interest in women’s sports presents an opportunity for bookmakers and sportsbooks to tap into a previously neglected demographic.
According to a recent survey, 90 percent of men and women sports bettors expect to watch the same amount or more of women’s sports over the next year. To that end, Flutter is investing more than ever to meet the growing demand for women’s sports.
FanDuel’s senior director on talent partnerships, Suzanne Brower, said: “As the audience for women’s sports continues to grow at an unprecedented rate, our partnership landscape is evolving to reflect new investments centred on female sports.
“We are proud to have notable talent ambassadors who are supporting women’s leagues and authentically engaging with betting content around women’s sports.
“To sustain momentum, we will continue to partner with ambassadors who support and engage in betting women’s sports.”
Flutter’s Overall Growth Strategy
Flutter is thriving in the US market, but the gaming giant has set its sights on expanding beyond American borders.
Chief executive officer Peter Jackson is firmly behind the push for global domination. While he admitted that the American market is highly lucrative, he insists international prospects are even larger.
FanDuel was named the number one iGaming operator in the US in May, further cementing Flutter’s position as a leader in both sports betting and online gaming.
The gaming giant is determined to retain its spot in the foreseeable future despite facing growing competition from DraftKings, BetMGM, Caesars, Fanatics and ESPN Bet.
Rather than worry about the growing competition, Jackson is focused on investing in product development and customer experience, which he considers key ingredients to maintaining Flutter’s advantage.
The company’s ability to invest heavily in technology and customer engagement strategies gives it a competitive edge that its competitors simply cannot match.
Futter recently completed the €2.3 billion acquisition of Playtech’s Italian B2C arm, Snailtech, sending a clear message that they’re not in the business of coming second either in the US or around the world.
The company also acquired a majority stake in NSX Group in Brazil, emphasising its desire to remain the number one player in any market.
