Online sportsbook and casino operator 36Vegas has announced a headline sponsorship agreement with Ultimate Pool.
The deal positions 36Vegas, part of the Wolverhampton-based 36Gaming group, as the principal sponsor across Ultimate Pool's television, digital and live event portfolio throughout the 2025/26 season.
Ultimate Pool is the official professional body for English 8-ball pool and has experienced rapid growth since its formation in 2020. Its professional tour features 128 players and offers close to £1m ($1.35m) in annual prize money.
The organisation's flagship Champions League competition is broadcast weekly on TNT Sports for 21 consecutive Monday nights and attracts elite players and former world champions from across the sport.
Under the agreement, 36Vegas branding will appear across Ultimate Pool broadcasts, digital channels and live events.
Commenting on the new deal, Balazs Balint, Managing Director of 36Gaming, stated: "We are incredibly proud to become the headline sponsor of Ultimate Pool and to play our part in bringing this exciting sport to an even wider audience.
"Pool has deep roots in communities across Britain, and Ultimate Pool has done a remarkable job of transforming it into a professional, televised spectacle that rivals any cue sport in the world.
"As a new operator committed to the UK market, supporting homegrown sporting talent and helping to grow participation at every level is exactly the kind of partnership we want to be part of."
Jordan Chavoush, Managing Director of Ultimate Pool Group, added: "We are incredibly excited to announce our first-ever betting partner for Ultimate Pool. A homegrown British brand, just like us, focused on delivering the best-in-class experience and service to its UK customer base.
"Securing the support of an organisation such as 36Vegas is a powerful endorsement, not only of Ultimate Pool as a product, but of the strength, credibility and continued growth of English pool as a professional sport. This partnership represents a major step forward for us and demonstrates real confidence in our vision to elevate the game on a global stage."
The announcement comes amid broader shifts in sports betting sponsorships across the globe. In Brazil, Vasco da Gama is seeking a new lead sponsor after Betfair ended its 18-month partnership, with the club targeting a minimum BR$70m ($13m) deal.
Meanwhile, Bahia has confirmed that Viva Sorte Bet will step down as main sponsor in 2026, with Banco BMG taking over as the club's principal financial partner.
Ultimate Pool's Champions League is broadcast weekly on TNT Sports and runs for 21 consecutive weeks
