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On Monday, poker legend Phil Hellmuth signed a partnership deal with BetRivers to become its brand ambassador. It’s a decidedly old-school marketing move, harkening back to poker’s boom years of the early 2000s. However, it shows that Rush Street Interactive is taking its new BetRivers Poker platform seriously, even though it’s only available in one state so far.
Hellmuth has won 15 World Series of Poker (WSOP) bracelets and has over $22 million in tournament winnings. Hence, he is known for being pretty aggressive at the table, which has earned him the nickname “The Poker Brat.” Hellmuth’s success in poker has been recognized with numerous awards and accolades, including being inducted into the Poker Hall of Fame in 2007.
As a brand ambassador, he will likely be involved in promoting the site and its online poker offerings, and his presence is expected to attract new players.
In a press release, Richard Schwartz, Chief Executive Officer of Rush Street Interactive, BetRivers’ parent company, said:
Phil Hellmuth is a living legend whose influence extends far beyond the poker table to all gamblers, and we are excited to welcome him to the BetRivers family. Phil’s unmatched passion, dynamic personality, and flair for entertainment make him the perfect ambassador as we continue to expand our offerings and elevate player experiences across our platforms.
“His expanded role in the BetRivers Network, including increased appearances on Poker Night in America, and his contributions to promoting our new online poker platform will bring unparalleled excitement to our players. Additionally, his involvement with our best-in-class mobile casino and sportsbook promotional games will create unforgettable moments for players and fans alike.”
What to expect from the partnership?
Hellmuth is going to be doing a lot more than just lending his name to BetRivers. As a brand ambassador and content partner, he will be working across all of their products, from online poker, casino, and sportsbook to even their Poker Night in America show.
Starting his new role in style, he is heading to Super Bowl LIX in New Orleans with a group of BetRivers VIPs.
His to-do list is pretty packed, with plans to host tournaments, provide commentary on sports betting, and make appearances on TV. Hellmuth will be making appearances at VIP tournaments and events, both online and in person, like headlining events at BetRivers’ physical casinos. That includes Rivers Casino and Little River Casino, which should be a big draw for fans.
Hellmuth expressed his excitement in the press release.
Partnering with Rush Street Interactive and BetRivers is an exciting new chapter for me. Ever since meeting the Rush Street Interactive executive team in 2012, I have been a fan.
“I have been impressed with RSI’s moxie, will, and determination to build a beautiful product—an online gaming experience that people love to use and play on. Today, I am proud to announce that we will elevate our collaboration to share my experience and love of poker, gambling, and entertainment with BetRivers players and fans, both online and in person. First up, I will attend the Super Bowl in New Orleans with BetRivers VIP players!”
BetRivers Online Casino, which features online poker, is currently up and running in Pennsylvania, Delaware, Michigan, New Jersey, and West Virginia.
Poker marketing moves from pros to celeb endorsers
In the past, signing professional poker players as brand ambassadors was a common practice among online poker sites, with many operators investing heavily in sponsored teams. However, post-2015, this strategy began to fall out of favor, with many international sites scaling back their sponsored teams and instead opting to sign non-poker celebrities as ambassadors.
PokerStars, for example, partnered with international football star Cristiano Ronaldo to attract sports enthusiasts, aiming to expand their user base beyond traditional poker players. GGPoker has signed personalities such as Dan Bilzerian, known more for his social media presence than professional poker achievements, with the intent to tap into his extensive follower base.
However, the decision by BetRivers to partner with Hellmuth suggests that the company is taking a different approach. While this strategy may not appeal to the average casino player or sports bettor, it is likely to resonate with poker enthusiasts.
