New World Series of Poker Licensee

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Sports PLC, one of Europe's leading online lesiure equipment retailers, has been appointed by Caesars Interactive Entertainment as exclusive licensee for the World Series of Poker (WSOP) merchandise in the UK and Ireland, it was announced today.

The company, based in Alvechurch, Worcestershire, will sell official WSOP products - including poker tables, gaming chips, playing cards and a host of other accessories - via its leading sports and leisure retail site www.thesportshq.com.

The World Series of Poker (WSOP) is the largest, richest and most prestigious gaming event in the world and the longest running poker tournament in the world, dating back to 1970.

Having grown the event into a globally-recognised brand, Caesars Interactive entertainment selected Sports PLC as exclusive licensee due to its track record in delivering a combination of excellent products and outstanding customer service across a range of leisure markets - including golf, cricket, health and fitness and outdoor leisure.

Announcing the three-year deal, Sports PLC CEO Simon Millington, said: "Because of the World Series of Poker, the game has developed into a huge cultural phenomenon and has made international stars of the world's leading players.

"Like snooker, poker no longer carries the stigma of being something restricted to smoky back rooms and is now much more main stream. There is a significant market in the UK and Ireland for top quality poker equipment and WSOP-branded products will secure a considerable share of that market for us.

"We've got a strong online retail presence, major warehousing and distribution facilities and a huge customer base - so we're in an excellent position to help the WSOP build its brand and popularity through official merchandise."

Previous winners of the WSOP include the famous 'Amarillo Slim' Preston and Stu 'The Kid' Unger. By 2006 the prize money on offer had eclipsed the combined purses of events like Wimbledon, golf's US Masters and the Kentucky Derby horse race.

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