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In a branding move that other sportsbooks have already successfully made, MaximBet has decided to join forces with mega-popstar Nicki Minaj to use her popularity and wide appeal to bring more attention to their merchandise, a partnership that should be beneficial to both sides.
Minaj is a 39-year-old Trinidadian-born rapper, singer, and songwriter whose musical talent, good looks, and business savvy have kept the so-called “Queen of Rap and Hip-Hop” in the public ever since her big breakthrough with the release Pink Friday in late 2010.
Now sportsbook MaximBet, formerly Sportsbetting.com, is banking on the Hip Hop mommy Minaj to give their business a boost as their “Global Ambassador,” and Nicki seems pumped up to do just that, telling the media during the announcement frenzy:
I don’t think I’ve ever been prouder of a collaboration. Merging business savvy power moves with my natural, creative, sexy, fun, and fashion-forward expression is just so spot-on as it relates to this partnership.
This combining of forces makes sense for both MaximBet and Minaj who no doubt have been watching as other similar partnerships have formed and done well ever since sports betting was left up to the individual states in 2018 when PASPA was overturned by the US Supreme Court.
When a state launches a new sports betting market both online and in-person, the first hurdle they all face is attracting new customers to their operation, and with lots of options now available for gamblers to choose from, name recognition becomes a key leverage source.
It’s worked so far for Caesars sportsbook, who use the solid comedic skills of actor JB Smoove, best known for his hilarious role as Leon on Larry David’s HBO hit Curb Your Enthusiasm, his portrayal of the ancient emperor now a head-turner, his ads effective at bringing in new bettors.
Sportsbooks also use free giveaways and discounts as bait for new customers looking for a deal, but those expire after the first year or so, which means those companies must figure out other ways to attract hungry punters who are having to pick between quite a few options.
That’s where famous faces like Minaj and Smoove come in, and a while back BetMGM also figured this out when they added celebrity actor and musician Jamie Foxx to their branding mix, a lucrative combo that has given both sides a surge in popularity among the gambling set.
It’s big money no matter what side of the equation you stand on.
Given that the US legal sports betting market only went countrywide in May 2018, it is incredible to see the billion-dollar handles rapidly increasing as those individual state markets continue to launch and mature and grow exponentially as that activity reaches a wider audience.
Those billions of dollars worth of legal wagers that have been placed in US markets since 2018 represent money that used to be spent elsewhere using unregulated offshore sportsbooks, illegal bookies, and eventually in just the states where that activity was becoming legal.
Now partnerships like the one between Minaj and MaximBet are becoming the norm, and the value such celebrities bring to the table is apparent, and Nicki knows this, telling the world,
I’m ready to fully step into my potential as a young, influential Queen, and owner, and open doors for others to dream big.
Go, Queen, go.
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Mike Lukas is a retired standup comedian turned freelance writer now living in Dallas, Texas, originally from Cleveland, Ohio. His love for the game of football and all things Cleveland Browns turned Mike into a pro blogger years ago. Now Mike enjoys writing about all thirty-two NFL teams, hoping to help football gamblers gain a slight edge in their pursuit of the perfect wager. Email: [email protected]More info on Mike Lukas
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