Yes, Even Nicki Minaj Getting Into Sports Betting Via MaximBet Deal

Written By Bill Gelman on June 1, 2022 - Last Updated on June 3, 2022
Nicki Minaj MaximBet

Did you ever think there would be a day when Nicki Minaj and sports betting would be mentioned in the same reference?

Well, for those who didn’t, there is a first time for everything.

MaximBet, which has yet to launch in New Jersey, sent out a press release announcing Minaj’s new position as investor, advisor and global ambassador of the sports betting lifestyle brand.

So, for those wondering what a pop icon and MaximBet could possibly have in common, think power and influence of social media.

Minaj only has 280 million social media followers.

Being that MaximBet is arriving late to the NJ sports betting game, teaming up with Minaj will introduce the product to a larger audience.


More details on the Nicki Minaj deal with MaximBet

MaximBet is clearly taking a different marketing approach than its competitors.

Minaj is a global name in the rap industry. However, none of her songs include lyrics about betting on Steph Curry or Jason Tatum in the NBA Finals. At least, not yet.

As far as the Minaj and MaximBet game plan goes, it’s all about “illustrating the lifestyle components” while “vastly broadening the audience.” This includes inviting more women into the fold.

And it seems to be a growing trend. According to Forbes, in 2021, more than 4.6 million women registered for sports betting apps in the US. That would be a 115% increase from the previous year.

Minaj will work with MaximBet on merchandise, parties, partnerships, fan experiences and branding. It’s all designed to bring together entertainment, sports, celebrity and betting.

Minaj said, “I don’t think I’ve ever been prouder of a collaboration.”

“…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!!!”

Most people know about Nicki Minaj as a “mega superstar.” However, Daniel Graetzer, CEO of MaximBet, also refers to 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,” Graetzer added. “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.”

What is the story behind MaximBet?

MaximBet is owned and operated by the Carousel Group and in partnership with Maxim Magazine. Yes, we’re talking about the world’s leading men’s luxury lifestyle brand.

The magazine is known for covering the most beautiful women in the world, exotic destinations, style, athletes and more.

So with names like FanDuelDraftKingsBetMGM and Caesars dominating the market, there is nothing wrong with taking a different approach. At the moment, the NJ online sports betting market includes more than 20 apps.

However, MaximBet is one of several brands expected to join the Garden State market this year.

SportTradeProphet Exchange and Bally Bet could launch before MaximBet takes its first NJ wager.

MaximBet already has a market access deal in place via Caesars Entertainment.

No matter what order the launches take place, each one must receive regulatory approval.

The magazine name game

When it comes to sports betting, the idea of rebranding using a popular magazine might sound strange at first.

In reality, it’s all about opening doors to a larger potential audience. Prior to taking the MaximBet name, the Carousel Group’s product was known as

Talk about a fitting name.

MaximBet isn’t the only app to take this approach.

888sport, which launched in 2018, stopped taking NJ wagers back in December. That brand is now SI Sportsbook, and NJ gamblers will eventually gain access.

When is MaximBet launching in New Jersey?

As it’s early June, there is still plenty of time for MaximBet, which is currently live in Colorado, to join the NJ sports betting scene during the 2022 NFL season.

According to its website, MaximBet Casino will be “dropping in 2022” as well. Launching the sportsbook and casino at the same time makes the most sense as it creates cross-selling opportunities between sports betting and casino players.

At the moment, according to PlayNJ sources, MaximBet could make a Q4 Garden State debut. Indiana, Iowa and Ontario, Canada launches will come first.

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Bill Gelman

Bill Gelman has been reporting on the NJ gambling market since 2018, right around when the Garden State launched sports betting. Bill transitioned from lead writer for PlayNJ and NJ Gambling Sites to his current role as managing editor in 2020. Besides offering in-depth analysis on NJ gambling market trends and news, Bill regularly sits down with Atlantic City casino industry executives to offer readers exclusive interviews and comprehensive coverage. Bill received a bachelor's degree in journalism from Ithaca College. He has contributed to other Catena Media sites including The Lines, Legal Sports Report, PlayPennsylvania and PlayCanada.

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