888 Holdings PLC (888.L) and Matchroom Sport can announce that 888.com has become the title sponsor of the forthcoming World Cup of Pool, the six day team competition to determine the world pairs champions.

The 888.com World Cup of Pool takes place from Tuesday 17th to Sunday 22nd September at one of sport’s most iconic venues – the York Hall in Bethnal Green, East London.

The six day event is broadcast live throughout by Sky Sports in the UK and Ireland, as well as on CCTV in China and Sport 1 in Germany. In addition, Matchroom Sport will produce 31 x 1 hour programmes for the international market.

As well as world-wide TV coverage, Matchroom Sport’s internet partners, Perform Group, will be carrying the event live in its entirety across their platforms.

The 888.com World Cup of Pool is now entering its eighth year and features 32 two-player teams competing in a straight knock-out scotch doubles tournament. The prize-fund of $250,000 is one of the biggest in the sport with the winning pair splitting $60,000.

The biggest names in the game will be competing in London including World No.1 Darren Appleton (England), reigning US Open champion, America’s Shane Van Boening, Jasmine Ouschan of Austria, one of the world’s leading ladies, as well as defending champions Mika Immonen and Petri Makkonen (Finland).

Barry Hearn, Chairman of Matchroom Sport, said: “This is the first time that the World Cup has been staged in England in its eight year history, so we are thrilled to have 888.com involved as title sponsor. The World Cup is one of pool’s premium brands and the event reaches out to millions of fans around the world via a variety of media.

“Pool is now one of the most popular participation sports in all four corners of the globe and the 888.com World Cup of Pool gives the very best players from around the world the opportunity to shine on one of the game’s biggest stages. We’re looking forward now to an exciting event and we’re delighted that 888.com will be involved in it!”

Itai Pazner, Senior Vice President of 888.com, commented; “Sponsoring the 8th season of the World Cup of Pool was a perfect fit. Beyond it being the eighth year of this prestigious event, pool is one of the top recreational sports available to the bigger audiences and that is in direct parallel with our game offerings at 888. It’s a perfect match.”