Black Country-based online gaming and casino operator becomes headline sponsor of Ultimate Pool in landmark partnership
A Black Country-based online gaming and casino operator has announced its sponsorship of the UK's leading professional pool tour.
36Vegas, the new player protection-first online sportsbook and casino operator, has announced a headline sponsorship agreement with Ultimate Pool, the official professional body for 8-ball pool in the UK.
The long-term partnership positions Wolverhampton-based business 36Vegas, part of the 36Gaming group, as the principal sponsor across Ultimate Pool's TV, digital, and live event programme throughout 2025/26.
With Ultimate Pool's professional tour now broadcast weekly on TNT Sports and followed by more than two million fans across social media, the partnership aims to fuel the continued growth of 8-ball pool at every level—from grassroots players in local halls to the 128 elite professionals competing on the televised tour.
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.”
Jordan Chavoush, managing director of Essex-based Ultimate Pool Group, said of the deal: “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.”
Ultimate Pool has experienced remarkable growth since its formation in 2020, establishing itself as the recognised professional pathway for English 8-ball pool players.
The organisation's Champions League runs for 21 consecutive Monday nights on TNT Sports, with a total prize money of approximately £840,000 annually, attracting world champions and elite professionals from across the globe.
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 began on January 1, with 36Vegas branding set to appear across all Ultimate Pool platforms and events throughout the 2025/26 season.
