Maxim is betting big on Nicki Minaj.

The rap icon has inked a multi-year, global partnership with MaximBet. In her new role of investor, advisor, and global ambassador, she will work with the sports betting operator on merchandise, parties, partnerships, fan experiences, and branding, using her artistry and influence to expand the brand’s audience and invite more women into the world of sports betting.

Additionally, Minaj will serve as the new creative director of Maxim magazine, special advisor to the MaximBet Board of Directors, and be actively involved in the company’s iGaming operations.

“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,” said Minaj. “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!!!”

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

MaximBet, which was launched late last year, is billed as the “only true lifestyle sports betting brand in the industry,” rewarding players with real-life, “money can’t buy” experiences. It is currently live in Colorado with market access in 11 additional U.S. States as well as Ontario, Canada.

This is the latest business venture for the 39-year-old rapper, who partnered with Amazon’s live audio app Amp to bring her Queen Radio back to the airwaves. The announcement comes as she gears up for her fifth studio album later this year.

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