The Stars Group has following up its “historic” partnership alongside the Fox Corporation’s Fox Sports unit, by aligning with Income Access to power its newly relaunched affiliate programme.

Titled Stars Affiliate Club, it is designed to support the Stars Group’s PokerStars entity, in addition to its igaming operation PokerStars Casino and leading online betting and gaming brands Full Tilt, BetStars and Sky Bet by Stars in Italy.

By utilising the service, it will allow affiliate partners access to a single resource to simultaneously promote multiple brands, and leverage the support of the Stars Affiliate Club team.

As a result of the partnership, Income Access is to supply affiliate marketing software, equipped with multi-channel tracking and reporting technology, to an array of partners across the regulated igaming space.

Jason Prasad, department head of affiliates at The Stars Group, said of the new agreement: “We believe Stars Affiliate Club is the first programme of its kind in the industry. The affiliate team here has worked closely with our partners on this for some time, and we’re really excited to see it in action. It’s a big step forward in our goal to become the number one affiliate programme worldwide.”

Affiliate partners of Stars’ offering are to utilise an array of features from the Income Access platform, such as reporting tracking features that are designed to aid in the enhancement of acquisition and retention initiatives.

Furthermore, a selection of tools are to enable the effective promotion of corresponding brands, complementing Stars Affiliate Club’s existing suite of online marketing and monitoring technologies.

Tara Wilson, SVP and general manager at Income Access, commented: “Partnering with The Stars Group, one of the gaming industry’s most respected leaders in quality entertainment and social responsibility, represents a landmark occasion for Income Access.

“Through this mutually beneficial relationship, we will further solidify our position as the leading provider of strategic solutions for the industry’s top brands.”