UK-listed online gaming operator 888 has agreed to sponsor a five-day event in New York city leading up to the SuperBowl, as it seeks to increase awareness of its recently launched New Jersey gaming sites.

With this year's Superbowl being hosted at New Jersey's Metlife Stadium, home of NFL franchises the New York Jets and New York Giants, 888 has partnered with The 50 Yard Lounge, a food and wine festival and American football convention that runs from January 29th to February 2nd.

The sponsorship deal will see 888 offer players the chance to win access-all-areas passes to the VIP event via its casino and poker sites, including in games against leading New Jersey chefs which the operator is sponsoring to attend the event.

888 chief executive Brian Mattingley said the company looks to distinguish its brand as the “premier” gaming company in New Jersey by partnering with events that “truly are best-of-the-best.”

“The 50 Yard Lounge is just that - a VIP food, drink and entertainment destination showcasing the great talents of chefs from both sides of the Hudson,” Mattingley explained. “We're also happy to be sponsoring some of the Garden State's finest chefs participating in the event who will certainly give their Manhattan neighbors a run for their money.”

Creator of the 50 Yard Lounge Lonny Sweet said the event would “provide a memorable experience that showcases some of the best chefs, athletes, and musical talent in the country during a week when all eyes are on New York.”