MaximBet, a US lifestyle sports betting and online casino brand in partnership with Maxim, has signed rapper Nicki Minaj to a multi-year global partnership deal.
Under the terms of the agreement, Minaj will become an Investor, Advisor, and Global Ambassador of MaximBet as it expands across North America.
The rapper will assist the lifestyle sports betting brand with merchandise, parties, partnerships, fan experiences, and branding ‘all designed to bring together’ entertainment, sports, celebrity, and betting.
The partnership will also see Minaj become a Creative Director of Maxim Magazine, influencing editorial, photography, profiles, covers, and future events for the publisher. She will also be a Special Advisor to the MaximBet Board of Directors.
MaximBet notes that Minaj will ‘vastly broaden’ the company’s audience by ‘inviting many more women to participate in sports betting’.
Commenting on the partnership, Minaj said: “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.
“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.”
With 280 million social media followers, Minaj is the most followed rapper, seventh most followed musician, and 18th most followed person in the world on Instagram.
Daniel Graetzer, CEO of MaximBet, stated: “Nicki Minaj is one of the most iconic and influential entertainers in the world. The conversion of entertainment and sport is happening at warp speed, and we’ve built a brand that can appropriately stand at the center of that.
“Nicki’s business experience and relationships open a wealth of opportunity for MaximBet and her involvement as an owner will allow us to work together on decisions in all parts of the business.”
“We are thrilled to partner with Nicki Minaj,” added Sardar Biglari, Editor-In-Chief of Maxim. “She is an extraordinary entrepreneur and the leading artist of her generation, a combination that will be transformative for Maxim.”
MaximBet is currently operational in the state of Colorado and has market access in 11 additional US states as well as the Canadian province of Ontario.