World Snooker has agreed a deal with 188Bet for the online betting company to serve as the title sponsor of the 2017 Champion of Champions tournament.
The event is being held at the Ricoh Arena in Coventry from November 6-12.
Under the agreement, the tournament will be named the 188Bet Champion of Champions.
It will feature World Snooker tournament winners from the previous 12 months. They include world champion Mark Selby, Masters champion Ronnie O'Sullivan, as well as defending champion John Higgins, World Open champion Ding Junhui and Players Championship winner Judd Trump.
The tournament will begin with four groups, each featuring a semi-final and final on the same day with the group winners progressing to the tournament semi-finals on November 10 and 11.
The deal was brokered by independent sports and entertainment marketing agency CMSeven.
Nigel Singer, 188Bet's managing director, said: "The Champion of Champions snooker tournament is one of the biggest events on the snooker calendar. Through our partnership, the 188Bet Champion of Champions tournament will reach millions of snooker fans with live television coverage on multiple channels."