PokerStars is ready to work on their marketing campaign for BetStars, the new sports betting brand offered by Amaya Gaming. BetStars will be the first foray by Amaya in the sports betting industry, with Crispin Porter+ Bogusky being hired as the lead strategy and creative agency for BetStar.

There were several companies who pitched themselves as providers of marketing strategies but it was CP+B who earned the position. The company has not commented on how much the deal is worth, but estimates have the amount at £10m.

The CP+B company has over three years of experience in handling sports betting marketing campaigns via a deal with Paddy Power, the company’s partner since March of 2015. BetStars will be offered in Europe and the UK this year, with Amaya Gaming promising ‘game-changing category innovation’.

PokerStars Global Creative Director, Chris Herd, stated that CP+B’s rich experience in sportsbook communications combined with their gaming pedigree, the combination should be a potent one. The Chief Executive of CP+B’s UK and International brand, Richard Pinder, stated that it is rare to start such a journey with a brand, help establish it and build the foundation for the success of the future.

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