Sport Industry Group

PokerStars.com backs the Masters- 8 Jan 2010 00:00:00

Governing body World Snooker has struck a last-minute commercial deal with PokerStars.com to becoming the title sponsor of the upcoming 2010 Masters, the sport's flagship tournament.

The deal, struck only a week before the event, will provide PokerStars with exclusive naming rights. The betting firm will also have branding opportunities throughout the tournament which is being held at Wembley.

Barry Hearn, who took over as chairman of World Snooker last month, commented: 'This is another fantastic boost for snooker and it feels as if things are really turning around for our sport.

'We've now got sponsors on board for three of our biggest UK tournaments and I'm sure that there are more to come. We look forward to working closely with the team at Pokerstars.com to make this tournament a great success.’

Hearn, who is also chairman of the Professional Darts Corporation, has insisted snooker needs a revamp to attract more sponsorship deals.

‘We need a fresh approach. How can we make the sport more attractive to young people and sponsors? I'm constantly thinking of how we can liven up this game, but it must have entertainment value.’