THE COMMERCIAL health of snooker was given a lift this week after a succession of sponsorship deals were announced, including title sponsors for two events and a personal endorsement deal for defending World Champion John Higgins.
888 Zheren, the Chinese arm of online gambling site 888.com, has become the title sponsor of the 2012 Welsh Open. Given total prize money of £201,500 and the tournament’s status as one of eight ranking events on the World Snooker calendar, Frontloaded values the deal at between £150,000 and £200,000 per year.
According to World Snooker chairman Barry Hearn, the Chinese 888 site – which already boasts Ronnie O’Sullivan as a brand ambassador – is a natural fit for the sport with the tournament scheduled to be broadcast across numerous Asian channels as well on the BBC in the UK and Eurosport on the continent.
Elsewhere, the one frame knock-out tournament Snooker Shoot-Out, scheduled to take place in Blackpool at the end of January and to be broadcast on Sky, has also partnered with an internet gaming site, PartyPoker.com.
Frontloaded values the deal at around £100,000.
Finally, the current world number three John Higgins has inked a three-year endorsement deal with Scottish online business directory, Negotiate Now.
Under terms of the deal, Higgins will represent the brand at a number of events; his image will be used on company website publicity materials including posters, stationary and the Negotiate Now Discount card and, most importantly for the brand, its logo will appear on the player’s waistcoat during all competition for the next three years.
Responsible for brokering the deal on the brand side was founder of the company Stephen Lyall. Despite the value of the partnership remaining confidential, Frontloaded estimates Higgins will be paid between £50,000 and £100,000 per year.
By Luke Harman
luke.harman@sportbusiness.com