Online gaming operator Betway has agreed a deal with Matchroom Sport to become the new title sponsor of the 2017 British Basketball All-Stars Championship.

Taking place at London’s O2 Arena later this month on Sunday September 24th, the event is a fast-paced basketball tournament with a £100,000 prize fund which will be broadcast live on Sky Sports and distributed to over 70 countries around the world.

The tournament will showcase the best of British basketball talent as eight of the UK’s top sides do battle over a total of 13 matches. Five players per team take to the court in shorter-timed quarters with unlimited roll-on/roll-off subs, time outs and a double-point powerplay.

“It’s great to be involved with this innovative and exciting spin on a well-established sport,” said Anthony Werkman, Betway’s director of marketing and operations. “At Betway, we like to be at the forefront of new ideas and we strongly believe that the All-Stars Championship will deliver a thrilling experience to basketball fans and Betway customers at the O2 Arena.

“We’re also really pleased to be working with Matchroom Sport on another event. We have an excellent relationship with them and have worked on a number of successful sponsorships together.”

Matchroom Sport chairman Barry Hearn added: “We’re very excited to be once again working with our good friends at Betway. Over the years, we’ve enjoyed a close relationship centred on many of our sports including darts, snooker, boxing, pool, and now basketball.

“The All-Stars Championship is going to be a thrilling day out, showcasing one of the UK’s most up-and-coming sports. It’s the best of British, as well as some exciting All-Stars, and I believe this can be the start of something big both for basketball and Betway.”