News of a recently signed sponsorship deal between casino giant 888.com and the World Snooker Championship looks set to generate valuable publicity for both firms. The World Snooker Championship’s decision to conclude its relationship with long-time sponsor tobacco company Embassy and sign a deal with 888.com was fuelled by the organization’s aim to “develop an innovative program of promotional events in order to build its association with the event and snooker fans.”

As well as taking on major sponsorship for the event in 2006, 888.com has also received associate sponsor status under the terms of the agreement for other UK snooker related events such as the UK Championship and the Grand Prix.

World Snooker Chairman Sir Rodney Walker stated that the announcement of the sponsorship deal concludes an exciting nine months in the world of snooker. “I believe this is the first step in a transformation which will change the commercial face of snooker in the future,” he said. “We have secured the future of the World Championship at the Crucible. We have signed a five-year agreement with BBC TV to ensure that the World Championship and the other main snooker tournaments remain on television, and now we are able to reveal this new multi-million pound sponsorship.”

888.com’s chief executive John Anderson echoed Walker’s sentiments. “Snooker is a national institution in the UK and is booming overseas. We are excited to be playing a part in taking the sport into a new era,” Anderson said.

According to the BBC, the World Snooker Championship final drew a television audience of 7.8 million in 2005. Traditionally held in the Crucible Theatre in Sheffield, the world’s top 16 snooker players headline the event. A further 16 players who have qualified in earlier rounds of the tournament join the top 16 seeds for the chance to win millions in prize money. 

In other snooker news, SAGA Insurance has become the new title sponsor of the World Snooker Masters competition. The competition, held at Wembley Conference Center, is also headlined by 16 of the world’s highest ranked players along with two additional players that act as wild cards.

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