Online gaming service provider Dafabet has agreed a title sponsorship deal for the 2014 Masters snooker event.
The invitational tournament runs from January 12-19 at London’s Alexandra Palace, with the world’s top 16 players battling for a £200,000 (€236,000/$320,000) top prize.
UK public-service broadcaster the BBC will televise the event, which is also set to air live in 68 countries and benefit from highlights programmes in a further seven.
Dafabet has an established relationship with snooker’s global governing body, World Snooker, having sponsored the Players’ Tour Championship Grand Finals last season in Galway, Ireland.