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MaximBet has landed a multi-year, global partnership with award-winning rapper Nicki Minaj, who is now a global ambassador and adviser for the brand.

“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,” the operator said.

The partnership will see Minaj collaborate with MaximBet on merchandise, parties, partnerships, fan experiences and branding, all of which will be designed to bring together entertainment, sports, celebrity and betting. 

As part of the partnership, Minaj will also serve as the new creative director of Maxim magazine, special adviser to the MaximBet board of directors, and “be actively involved in the company’s ambitious plans for iGaming,” MaximBet said.

Her role as creative director of the magazine will enable Minaj to influence editorial, photography, profiles, covers and future events for the publisher, for distribution to its more than 25 million monthly digital visitors and 9 million print magazine readers.

Minaj boasts an impressive inventory of influencer accolades with a combined social media following of more than 280 million, and is the most followed rapper, seventh most followed musician, and 18th most followed person in the world on Instagram.

“We are thrilled to partner with Nicki Minaj. She is an extraordinary entrepreneur and the leading artist of her generation, a combination that will be transformative for Maxim,” said Sardar Biglari, editor-in-chief of Maxim.

Commenting on the partnership, Minaj added: “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!!!”

Daniel Graetzer, CEO of MaximBet, said: “Nicki is best known around the world as a mega superstar, but we know her as a brilliant businesswoman. 

“Her role as a strategic adviser 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.”

MaximBet is currently live in Colorado and holds market access agreements in a further 11 US states, as well as the Canadian province of Ontario.

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