Contextual marketing through banners and skyscrapers on site genres such as sports, TV listings, male sites such as , portals and games sites, and search support with Overture, e-spotting and Google will run for the campaign duration.
Sky Sports' 'Poker Million -- the Masters II Tournament', is being aired every Friday night until July, targeting males aged 25-45.
Ladbrokes hopes the campaign will ensure ownership of online poker space for the duration of the tournament, increase brand awareness of and drive traffic to the site.
Unique Digital, the online marketing agency that planned and bought for the campaign, will boost LadbrokesPoker.com's online presence with alerts for the 'Poker Million' final in July.
Colin Cole-Johnson, head of marketing for LadbrokesPoker.com, said: "It's a great opportunity to create awareness of Ladbrokes' sponsorship of the event and it gives our customers the chance to compete on TV against the best poker players in Europe, as well as celebrities like Teddy Sheringham, Sir Clive Sinclair and last year's winner Jimmy White."
Ladbrokes.com is also the main recruitment channel for new tournament players.
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