The first World Series of Poker Europe (WSOP) begins in September and is the first WSOP event to take place outside the US. The first tournament will be held in London at three casinos across the capital operated by London Clubs International. The sponsorship, which will run until 2011, will be leveraged by marketing agency 23red in the wake of new gambling laws, which come into effect in September. The new regulations will allow casino ads onto television for the first time provided they adhere to CAP rules of responsible advertising.
The inaugural tournament runs from 6 to 16 September and will have a prize pool of more than £7.5m. The main event will be a £10,000 buy-in 750-player six-day tournament with the winner expected to take home more than £1.5m as well as a WSOP gold bracelet.
The partnership will be unveiled later today by WSOP commissioner Jeffrey Pollock at the World Series of Poker in Las Vegas.