Singer Nicki Minaj has signed a multi-year global partnership with MaximBet.
As noted by the sports betting and iGaming operator, she will bring her style and ethos to the group to “illustrate the lifestyle components of the brand while vastly broadening its audience, including inviting more women into the fold.”
Minaj, who is a lifelong sports fan, will work with MaximBet in areas such as merchandise, parties, partnerships, fan experiences, and branding, all aimed at bringing together entertainment, sports, celebrity, and betting.
“I don’t think I’ve ever been prouder of a collaboration,” said Minaj. “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!!!”
Minaj will also serve as the new Creative Director of Maxim magazine and Special Advisor to the MaximBet Board of Directors, as well as being actively involved in the group’s iGaming plans.
MaximBet added that the singer has 280 million social media followers, is the most followed rapper on Instagram, and the 18th most followed person in the world.
MaximBet CEO Daniel Graetzer commented: “Nicki is best known around the world as a mega superstar, but we know her as a brilliant businesswoman. 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.”