Nicki Minaj has signed a multi-year and multi-faceted partnership with Maxim, serving as the brand’s creative director as well as the global ambassador for its MaximBet subsidiary.

Nicki’s role will be focused on the lifestyle aspects of the brand, with the objective of broadening its audience through a variety of outlets, including bringing in more women.

Minaj, who is described as a “lifelong sports fanatic,” will collaborate with MaximBet on merchandise, events, collaborations, fan experiences, and branding aimed at bringing entertainment, sports, celebrity, and betting together.

Nicki will also serve as the Creative Director of Maxim Magazine as part of the newly announced deal.

Nicki said of the epic deal:

“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, MaximBet added:

“Nicki is best known around the world as a mega superstar, but we know 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. 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.”

Sardar Biglari, Editor-In-Chief of Maxim concluded:

“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.”