Online gaming operator Betway continues to invest in British sport, agreeing a title sponsorship deal with World Snooker for the UK Championship later this year.

The newly-named 2015 Betway UK Championship takes place at the Barbican in York from November 24th to December 6th, and is the operator’s latest foray into the snooker sponsorship market.

It recently sponsored World Snooker’s Shoot-Out tournament and the World Seniors Championship at the Blackpool Tower Circus Arena in early March.

“Betway is delighted to confirm our commitment to snooker fans everywhere by extending our presence in the sport in sponsoring such a prestigious tournament,” said Betway CEO Richard Akitt. “Snooker is a sport which is going places with worldwide viewing figures increasing year-on-year and it’s fantastic for us to be associated with the game as it breaks new ground.”

Since the inception in 1977, the UK Championship is one of the most highly anticipated events on the snooker calendar, making up the final leg of the sport’s Triple Crown (alongside the World Championship and the Masters), and counts five-time winner Ronnie O’Sullivan as its reigning champion.

World Snooker chairman Barry Hearn said: “We are thrilled to welcome Betway on board for what is truly one of the crown jewels of the snooker calendar. Betway recently sponsored the Shoot-Out and World Seniors Championship so they are aware of the incredible exposure they can expect through our sport.

“The Betway UK Championship will be watched by many millions of people across the planet as the very best players compete for one of the most prestigious titles.

“We have hosted this event at the York Barbican each year since 2011 and the venue has been a great success, with ticket sales up 20 per cent last year, and we look forward to seeing record crowds again this time.”

Betway recently became the shirt sponsor of Premier League club West Ham United and is the title sponsor of the Betway Premier League Darts. It also sponsored the 2015 Champion Chase at the Cheltenham Festival, and extended its Flat portfolio to cover the Betway Lincoln at Doncaster, The Chester Cup and high-profile Group contests at York.