|The largest sponsorship deal in broadcaster Five’s history has been announced. The deal between Five and Partypoker.com will have the Internet poker giant as the sole broadcast partner of Five’s major tournaments next year. In addition, Partypoker.com will be the sole broadcast sponsor of Five’s late-night poker show, which will air every weeknight from midnight.|
Jonathan Lewis, Five's head of commercial development, said, 'We realised very early on that Poker programming was significantly outperforming station average audience levels in the late night slot. We also saw the huge emergence of the online sector and were able to capture this in one overall deal.'
Five has also indicated that it plans to develop its own online poker site. The site, to be developed by interactive agency Digit, will be constructed with the help of Partypoker.com.