Harrah's in World Series of Poker Deals

Harrah's in World Series of Poker Deals

LAS VEGAS — Casino and hotel operator Harrah's Entertainment Inc. said Friday it signed a deal to extend ESPN's coverage of the World Series of Poker through 2010.

Poker Affiliate Marketing

ESPN will offer a live pay-per-view telecast of the final-table play at the $10,000 No-Limit Texas Hold 'Em World Championship, which is considered the main event at the World Series of Poker. The pay-per-view telecast will be available in addition to ESPN's regular television showing of the series and the circuit championships.

Poker Affiliate Program

ESPN has televised the World Series of Poker eight times, with its coverage starting in 1993.

Harrah's, which acquired the World Series of Poker in 2004, also said that it reached a deal for Miller Brewing Co.'s Milwaukee's Best Light to become the presenting sponsor and official beer of the poker tournament through 2008. The agreement starts with this year's event at the Rio All-Suite Hotel & Casino in Las Vegas from June 25 to Aug. 10.

Poker Room Online

The deal is the largest of its kind between a gaming entity and a corporate sponsor, Harrah's stated. Under terms of the agreement, Milwaukee's Best Light will be integrated into several components of the tournament and will promote the event nationally on a year-round basis.

Poker Room

Shares of Harrah's added 44 cents to $73.96 in morning trading on the New York Stock Exchange.