Snooker’s British Open chooses betting company as main sponsor

Garance Limouzy July 30, 2024

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Snooker’s British Open chooses betting company as main sponsor

The World Snooker Tour (WST) has announced a new partnership with Unibet, naming the betting company as the lead sponsor for the British Open snooker tournament. The event will run from September 23 to 29 at the Centaur Arena, located within Cheltenham Racecourse.

Snooker fans can look forward to watching top players such as Ronnie O’Sullivan, Judd Trump, Mark Allen, Kyren Wilson, or Mark Williams who won the 2023 British Open, beating Mark Selby 10-7 in the final. The British Open is a celebrated fixture in the snooker calendar since its inception in 1985. The tournament was initially staged from 1985 to 2004, then returned to the calendar in 2021 after a 17-year absence.

The competition starts with qualifiers on July 31 in Leicester, where 128 players will compete for a spot in the main event. The best players from these qualifiers will advance to the main tournament in Cheltenham, where they will join the top 16 seeded players, competing for a share of ￡502,000 in prize money.

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“An honour”

Peter Wright, WST’s Chief Commercial Officer, expressed enthusiasm about collaborating with Unibet. “We are delighted to team up with Unibet, who share our enthusiasm for sports and have a forward-thinking approach to fan engagement and responsible betting. The British Open is a premier event in our schedule, and with Unibet’s involvement, we anticipate a fantastic week of snooker.”

Unibet’s General Manager, Sam Mead, also conveyed excitement about the partnership: “Being the lead sponsor for the British Open is an honor for us. The tournament’s storied history and impressive player roster provide an excellent platform for us to show our dedication to snooker. With extensive coverage on ITV and other international channels, the Unibet British Open will capture a wide audience and deliver an exceptional viewing experience.”

In addition to sponsoring the British Open, Unibet has recently expanded its sports sponsorship portfolio. The company has also partnered with the Professional Fighters League (PFL), becoming the official sportsbook and betting partner for PFL Europe in the UK and France in the coming years.