Internet betting exchange Betfair has announced that it will be sponsoring the World Snooker Masters, renaming the tournament the Betfair Masters..
The event will be held between January 13th and 20th in London and will feature 16 of the top ranked snooker players in the world.
The tournament is expected to draw in a global audience of 181 million viewers and will be broadcast by the BBC. The deal now sees Betfair sponsoring the Shoot-Out and German Masters and is a sponsor of the European Snooker Tour.
Commenting on the deal, Betfair Head of UK Sports Brand Marketing Andy Lulham said: "It's exciting to be involved in one of the most prestigious invitation events and it's a great way to enhance our brand's position in the sport."
World Snooker Chairman Barry Hearn also commented, saying: "It's a great pleasure to welcome Betfair on board for our biggest and best invitation event. We are already working with them on a range of tournaments so we know what a professional team they are and how much they value the outstanding global exposure they get from snooker."