Betway have been named the new title sponsors of the 2017 British Basketball All-Stars Championship, which takes place 24 September.
The championship features a £100,000 prize fund, including £20,000 for the eventual champions.
The tournament will showcase the best of British basketball talent at the O2 Arena as eight of the UK’s top teams do battle over a total of 13 matches.
Anthony Werkman, director of marketing and operations at Betway, said: “It’s great to be involved with this innovative and exciting spin on a well-established sport.
“At Betway, we like to be at the forefront of new ideas and we strongly believe that the All-Stars Championship will deliver a thrilling experience to basketball fans and Betway customers at the O2 Arena.
“We’re also really pleased to be working with Matchroom Sport on another event. We have an excellent relationship with them and have worked on a number of successful sponsorships together.”
Barry Hearn, Chairman of Matchroom Sport, said, “We’re very excited to be once again working with our good friends at Betway. Over the years, we’ve enjoyed a close relationship centred on many of our sports including darts, snooker, boxing, pool, and now basketball.
“The All-Stars Championship is going to be a thrilling day out, showcasing one of the UK’s most up-and-coming sports. It’s the best of British, as well as some exciting All-Stars, and I believe this can be the start of something big both for basketball and Betway.”