36Vegas has announced a headline sponsorship agreement with Ultimate Pool, becoming the principal partner of the UK’s professional 8-ball pool tour. The long-term deal will see 36Vegas, part of the Wolverhampton-based 36Gaming group, feature across Ultimate Pool’s television, digital and live event programme throughout the 2025/26 season.

The partnership aligns two UK brands behind the continued growth of English 8-ball pool, a sport with deep community roots and an expanding professional profile. Ultimate Pool’s professional tour features 128 contracted players and offers almost £1m in annual prize money, with weekly broadcasts on TNT Sports and a combined social following of more than two million.

Balazs Balint, managing director of 36Gaming, said: “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.”

Ultimate Pool has experienced significant growth since its formation in 2020, establishing itself as the recognised professional pathway for English 8-ball players. Its Champions League competition runs for 21 consecutive Monday nights on TNT Sports, with total annual prize money of approximately £840,000, attracting elite professionals and world champions from across the globe.

Jordan Chavoush, managing director of Ultimate Pool Group, said: “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.”

Mark Quirk, chairman of Ultimate Pool Group, added: “Securing 36Vegas as our headline sponsor represents a significant milestone for Ultimate Pool and demonstrates the commercial appeal of professional 8-ball pool.

“We have worked tirelessly to elevate this sport and create opportunities for players at every level. Having a forward-thinking partner like 36Vegas, who shares our ambition and believes in what we’re building, will enable us to continue our mission. We look forward to a fantastic collaboration.”

The partnership commenced on 1 January, with 36Vegas branding set to appear across all Ultimate Pool platforms, broadcasts and live events throughout the 2025/26 season.

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