Williamhill.com has signed a deal to become the title sponsor of snooker's UK Championship.
The online betting firm will support the nine-day snooker event, which starts tomorrow at the Barbican in York and runs until December 11.
This year's championship will feature 32 players, including the reigning world champion and defending UK champion John Higgins, the current world number one Mark Selby and the recent Premier League winner Ronnie O'Sullivan. Other former world champions who'll be playing in York include Stephen Hendry, Steve Davis, Neil Robertson, Mark Williams, Graeme Dott and Shaun Murphy
Kristof Fahy, chief marketing officer at William Hill, said: "William Hill is a worldwide brand and our sponsorship of the UK Championship gives us the opportunity to promote our online and mobile betting products to a global audience."
World Snooker chairman Barry Hearn commented: "Having worked with their team at the Grand Slam of Darts I know they are a fantastic company, so it's fitting that they're sponsoring one of snooker's biggest tournaments.
"The UK Championship is one of the highlights of the snooker calendar and receives outstanding exposure through coverage on BBC and across the world, providing exceptional brand exposure for the sponsor to hundreds of millions of fans globally," he added.
