The Hendon Mob, who have become celebrities in the poker world, are being backed to the tune of 拢250,000 to tour the world and play in eight different poker festivals.
As sponsor, hopes that its investment will promote the sport as a whole and the Prima Poker brand specifically in the UK and worldwide.
The corporate sponsorship includes entry fees for the tournaments as well as travel and other expenses.
The Hendon Mob have already won an unprecedented number of tournaments on their eight-stop tour including their most recent stop in Walsall last week, where they picked up 拢52,900 in prize money.
According to a spokesperson for Prima Poker: "What Prima Poker's sponsorship of the Hendon Mob is beginning to show is that sponsoring professional poker players, as with any professional athlete, helps them focus on their game and improves their performance."
Hendon Mob player Ross Boatman took second place in The Midland Masters 2003 拢1,000 No-Limit Hold 'em Main Event taking home 拢24,000 in prize money, while fellow Mob member Ram Vaswani won 拢22,300 in a first place finish in the 拢500 No-Limit Hold 'em event.
"It was a really good feeling to be back at that final table and although I'm disappointed not to win, it was a great match," Boatman said.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .