The World Poker Tour (WPT) has secured a new sponsorship deal with online gaming company Full Tilt Poker (FTP).
FTP will be the exclusive sponsor of the tour throughout its seventh season on Fox Sports and in Mexico.
Steve Lipscomb, chief executive officer of World Poker Tour Enterprises, said: "With WPT's incredible brand value and TV distribution through FSN coupled with Full Tilt Poker's massive online following, this partnership opens more channels to reach new fans."
PokerRoad.com describes the move as a "win win scenario" for everyone and reports that FTP is likely to become a highly visible part of the next season of the WPT.
The WPTE is struggling financially and reported that revenues in the third quarter of 2008 were down to $2.8 million from $4.4 million in the same period last year.
Its revenue from television licenses were down from $1.4 million to $0.9 million on a year-on-year basis.