Betting company Gala Coral has replaced William Hill as the new title sponsor of the 2014 UK Championship snooker tournament.
The bookmaker has partnered with the competition, which will run from 25 November to 7 December at the York Barbican, where it will be televised worldwide to an estimated 100 million viewers via the BBC and other broadcasters.
“It’s fantastic to have Coral on board for one of our Triple Crown events,” World Snooker chairman Barry Hearn said. “The UK Championship is a true highlight of the sporting calendar, keenly anticipated by many millions of fans across the globe.”
A total 128 players will compete for the trophy and a cash prize of £150,000.
Simon Clare, Coral PR director added, “Snooker has evolved and modernized over the last few years while retaining all of its fine tradition and history, as has Coral. Together, the UK Snooker Championship and Coral make a very good fit indeed.
“It says everything about the longevity of both the UK Championship and Coral that this sponsorship is actually a reunion after an absence spanning three decades.”
Coral previously sponsored the tournament between 1978 and 1985.
Meanwhile, Gala Coral has appointed London marketing agency The7Stars as its media planning and buying agency for Gala Coral Interactive brands – Coral Interactive, Gala Bingo and Gala Casino.
Media research and insights firm Nielsen Data estimates the account’s worth to be approximately £5.7 million.
“We are delighted to appoint the7stars to our media planning and buying account, and look forward to working closely with them over the next few years to drive our business into its next exciting growth phase. The7stars has performed strongly for our sister company Coral Interactive for many years and we expect similar success with Gala Interactive,” Gala Coral Interactive Chief Marketing officer Phil Walker said.
Liam Mullins, Head of Media Trading at the7stars, commented, “Following a fantastic relationship with Gala Coral Group we are looking forward to working with Gala Interactive and its defining online brands. GalaCasino and GalaBingo are at the forefront of the UK’s gaming proposition and we’re excited to help grow these brands even further.”