Unibet unveiled as lead partner for snooker's British Open
Kindred-owned operator to join forces with the World Snooker Tour as tournament becomes the Unibet British Open ahead of opening qualifiers later this week
Unibet has been named the new lead partner for snooker’s British Open, which will run between 23 and 29 September at the prestigious Centaur Arena at Cheltenham Racecourse.
Some of the sport’s biggest names are expected to feature, including defending British Open champion Mark Williams, Ronnie O’Sullivan, Judd Trump, world number one Mark Allen and world champion Kyren Wilson.
Under the remit of the deal, the tournament will be renamed the Unibet British Open, with the Kindred-owned brand set for exposure from ITV and a number of different global broadcasters, reaching a worldwide audience.
Sam Mead, Unibet’s general manager, said: “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.”
It was a sentiment shared by Peter Wright, chief commercial officer of the World Snooker Tour (WST), which runs the British Open, who added: “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.”
The qualifiers for the Unibet British Open begin on 31 July and conclude on 3 August in Leicester.
Unibet succeeds former British online car retailer Cazoo, which sponsored the 2023 edition before it went into administration in May.
This year’s English Open, which is also a WST event, is also sponsored by a gambling company in the form of BVGroup’s BetVictor.
The British Open deal came nearly six months after Unibet entered a partnership with the Professional Fighters League, in which it became the official sportsbook and betting partner of PFL Europe in the UK and France. The partnership began at the PFL Europe 1 event in Paris in March.