The World Snooker Tour (WST) has revealed Unibet as the new lead partner for the British Open snooker tournament.
Set to take place from 23-29 September at the Centaur Arena in Cheltenham Racecourse, the event will feature some of snooker's greatest legends, including Ronnie O’Sullivan, Judd Trump, Mark Allen, Kyren Wilson and defending champion Mark Williams – among others.
The tournament retains its FA Cup-style random draw format for all rounds, potentially setting up high-stakes matches between top players from the outset.
The qualifying process – involving 128 players – begins on 31 July in Leicester, with winners advancing to the final stages in Cheltenham.
Commenting on the new partnership deal, Peter Wright, WST's CCO, stated: “We are thrilled to work with Unibet for the first time as we know they share our passion for sport. They are an innovative brand, always looking to help fans enjoy sport in a safe and responsible way.
“The British Open is an outstanding event on our calendar and the line-up is incredibly strong. It will be an exciting week in Cheltenham, and we look forward to working alongside Unibet.”
Sam Mead, Unibet's General Manager, added: “We are proud to be the lead partner for snooker’s British Open and cannot wait to be part of this thrilling event in Cheltenham.
“This tournament, with its rich history and stellar lineup, is the perfect platform for us to showcase our commitment to the sport.
“The world’s best players will be in attendance with the matches broadcast on ITV and internationally, ensuring a well-watched and exciting Unibet British Open.”
In related partnership news, Unibet also struck up a collaborative agreement with the Professional Fighters League (PFL) earlier this year. The deal sees Unibet as the official sportsbook and betting partner of PFL Europe in the UK and France in 2024 and 2025.
