The Football League has signed a sponsorship deal with PokerStars, as the online gambling company attempts to get more beginners playing poker online.
The deal, which was brokered by BLM Sports Marketing, will see PokerStars linking up with Football League Interactive’s (FLi) network of websites to enable football fans to play poker against 3 million players around the world.
The FLi’s official club websites will be sent news of forthcoming activities and tournaments, and beginners can play in games free to gain poker experience.
FLi is the digital rights holder for 77 English and Welsh football clubs, including six from the FA Premier League, 67 from the Football League and four from the Conference. It was created to manage and develop the internet and mobile rights of clubs.
PokerStars European head of marketing Tamar Yaniv says: “The football and poker communities are similar in that they love to talk about the game and this will provide a great opportunity for football fans to back their club and learn new skills.”
Earlier this year, PokerStars appointed Mustoes to handle its &£1m UK advertising account after a pitch that involved several agencies, including Vallance Carruthers Coleman Priest (MW April 21).
BLM Media handles the gambling company’s media planning and buying account.