Perhaps looking to heighten its appeal to “MotorSport” bettors, MaximBet has established a multi-year partnership with Nicki Minaj, wherein the superstar rapper will serve as a strategic advisor and global ambassador for the lifestyle-focused mobile sportsbook.
In conjunction with the announcement, Minaj was named creative director of Maxim, the legacy lad-mag with which the sports betting brand shares a name.
According to a press release, “Minaj, who categorically disrupted the male-dominated industry of rap music, is doing the same with sports betting by bringing her style and ethos to MaximBet to illustrate the lifestyle components of the brand while vastly broadening its audience, including inviting more women into the fold.”
This focus on females has become de rigueur for MaximBet, which launched its Name, Image, and Likeness program in Colorado by offering NIL deals exclusively to female college athletes before expanding to men.
‘Scared money don’t make no money’
“Nicki is best known around the world as a mega superstar, but we know her as a brilliant businesswoman,” said MaximBET CEO Daniel Graetzer. “Her role as a strategic advisor to MaximBet will be invaluable to us. She’s built one of the most powerful brands in the world, her own, and she’s applying that same savvy and creativity to our lifestyle sports betting brand. I couldn’t be more excited to be working with her — she is creative, smart, passionate and bold. There is no one better suited to helping us take this form of entertainment mainstream.”
“I don’t think I’ve ever been prouder of a collaboration,” Minaj added. “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. I’m ready to fully step into my potential as a young, influential Queen and owner and open doors for others to dream big. Get ready for the sexy parties and remember: scared money don’t make NO MONEY!!!! HA!!! Place your bets!!!! Let’s GO!!!”
I am so proud & excited to be the newest @MaximBetUSA investor, advisor and first global ambassador & creative director of Maxim‼️‼️‼️🎉🎉🎉
Make way for the Queen of lifestyle sports betting 👑💰
Get ready for the best parties & more 🎀💕🏽https://t.co/bgbEY3XiRv#Maxim pic.twitter.com/ivi9Hw9ziw
— Nicki Minaj (@NICKIMINAJ) May 31, 2022
Since launching in Colorado last fall, MaximBet has gained “market access in 11 additional U.S. states and the Canadian province of Ontario,” according to Tuesday’s release. As for where it will go live next, Indiana and Iowa have already been identified as priority targets, with New Jersey, Ohio, Ontario, and Pennsylvania also on the horizon.