Online betting and casino operator Betway has further expanded its sports sponsorship activity in the UK market by agreeing a deal to support two World Snooker events.

Under the deal with snooker's global governing body, Betway will serve as title sponsor of the organisation's Shoot-Out and World Seniors Championship.

Both events will run back-to-back next week in Blackpool, UK, next week.

Although the deal marks Betway's first move into snooker sponsorship, the company already has a number of commercial agreements in place across other sports in the UK market.

At the start of February, Betway struck a deal to become the new front-of-shirt sponsor of English Premier League football outfit West Ham United in an agreement that the club described as its "biggest-ever" commercial deal.

Betway's UK sports sponsorship portfolio also includes major events across a range of other sports such as horse racing, darts and pool.

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