Phil Hellmuth Signs Online Poker Sponsorship Deal: “Many Companies Approached Me”Rush Street Interactive Nabs 17-Time Bracelet Winner As Brand Ambassador |
|
Rush Street Interactive (RSI) has announced a new deal with Phil Hellmuth that will see the 17-time World Series of Poker bracelet winner become a brand and content partner.
The company said Hellmuth will bring “his unparalleled expertise and charisma to deliver a variety of exciting and exclusive player experiences and entertainment” across the company’s online casino, sportsbook, and poker platforms. He’ll also play a major role in RSI-owned productions such as the BetRivers Network and Poker Night in America.
“The new ambassador deal with BetRivers is a long time coming!” Hellmuth told Card Player. “I have been waiting for over 10 years for the right partner for a ‘front of hat deal’ for me in the online space. Many companies have approached me for the last 12 years, and I was close to signing with some other massive online casinos/poker rooms. BetRivers was the right fit for me.”
Sponsorship History
When it comes to sponsorship deals, Hellmuth is no stranger to representing varying brands and has parlayed his “Poker Brat” persona into some lucrative deals throughout the years.
During the poker boom of the 2000s, he was an ambassador for Ultimate Bet. He ultimately left a short while after the company was embroiled in a cheating scandal. UB ultimately ceased operations in 2011.
As a result, he was a top free agent for online poker sites, but never signed a new deal. He did, however, endorse plenty of other brands, some of which had little to do with poker or even gambling.
At times Hellmuth has resembled a Nascar driver, sporting numerous sponsored patches on his monogrammed clothing. (There was also that time he actually dressed like a Nascar driver and crashed a racecar.) The 60-year-old has repped businesses and products ranging from the Aria Casino in Las Vegas, to the Bitcoin Latinum cryptocurrency platform, to the Luxon Pay e-wallet, to the Breinfuel energy drink.
In 2008, Hellmuth and his iconic quotes appeared on 12 million cans of Milwaukee’s Best Light beer cans. In 2015, he got a bunch of screen time as the face of a hamburger commercial for Carl’s Jr./Hardee’s.
Hellmuth has also authored four books, while serving as the host of the World Poker Tour’s ‘Raw Deal’ segment. In recent years, Hellmuth has also served as an adviser to several companies.
The new deal with RSI/BetRivers, which launched a U.S. online poker product in Pennsylvania in November with plans of further expansion, will see Hellmuth involved with promoting the brand, hosting live casino dealer events, providing sports betting commentary, making appearances at in-person and online tournaments, headlining events at land-based casinos, appearing on Poker Night in America, and more.
“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,” RSI CEO Richard Schwartz said. “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.”
Hello @BetRiversCasino! pic.twitter.com/Rf686WoIwg
— phil_hellmuth (@phil_hellmuth) January 14, 2025
Hellmuth has been heavily involved with business interests over the last decade and has not shied away from his ambitions in poker and beyond, telling Card Player in 2022 that his various deals have put him on the path to becoming a billionaire by the time he is 75.
Hellmuth previously was an investor in dMY Technology Group, which was part of a reverse merger with Rush Street Interactive in 2020. He offered Card Player some comments on the deal and his involvement with the company.
Card Player: How does it feel to add an online poker sponsorship again?
Phil Hellmuth: 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’ve 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 off, I will be taking seven BetRivers VIPs to the Super Bowl in New Orleans. Then, I’ll meet with BetRivers VIPs in Philadelphia at Rivers Casino, and in Chicago at Bet Rivers Casino. Folks, look for many more fun and exciting integrations!
CP: What makes you excited about the deal?
PH: BetRivers is a publicly traded company with a valuation of $3.15 billion. It’s also in a bunch of states in America, as well as in some provinces in Canada, and also we have a presence in South America – Mexico, Colombia, and Peru – where we are showing strong growth and hopefully soon in Brazil.
CP: What was your history with the company?
PH: I have known the CEO and co-founder Richard Schwartz for many years. In fact, I was a part of the company that took RSI out in a SPAC (special purpose acquisition company). I actually found RSI for our SPAC. Niccolo de Masi was SPAC CEO, Greg Carlin was the CEO at the time. Greg is co-founder as well.
They paid me $1.5 million for connecting them: introducing them, vouching for both sides, and helping foster relationships that lead to the public listing of RSI through our DMY Technology Group (SPAC). Greg and Niccolo are fantastic people and businessmen. Niccolo is still on the board.
CP: What will be your involvement with Poker Night in America?
PH: I have been a partner with RSI in shooting PNIA for many years. Now, we are taking the relationship to the next level! We will be shooting PNIA in March at Thunder Valley Casino.
Copyright © 2001-2025
CardPlayer.com. All rights reserved.
