Dafabet replaces Betfair as sponsor of The Masters snooker event

Asian online betting operator Dafabet has been unveiled as the new title sponsor of The Masters, one of the most prestigious tournaments on the world snooker circuit which begins next week.

Dafabet sponsors the event for the first time, in place of Betfair who had sponsored the event last year.

The Dafabet Masters runs from January 12th to 19th at London’s Alexandra Palace and features the world's leading 16 players. Defending champion Mark Selby will be up against the likes of World Champion Ronnie O'Sullivan, world number one Neil Robertson, Ding Junhui, Judd Trump, and John Higgins among others.

World Snooker chairman Barry Hearn said: “We are delighted to bring Dafabet on board as title sponsor for what is one of the highlights of the sporting calendar. The Masters has such a special feel to it because it's an elite field and the tournament has a rich history going back to 1975.

“I'm looking forward to experiencing the incredible atmosphere at Alexandra Palace and working alongside the Dafabet team at this outstanding event.”

The BBC-televised tournament has a top prize of £200,000 and will also be broadcast live in 68 countries around the world, with highlights coverage shown in seven other countries.

“We're very proud to be title sponsor of such a recognised and traditional event of the sporting year,” said Dafabet managing director of online betting and gaming, Dimitris Karatzas. “We are all looking forward to what is bound to be a tournament of the highest quality that will be viewed worldwide, such is the following of snooker.”

The new deal see Dafabet continues its support of snooker after the operator sponsored the Players Tour Championship Grand Finals last year.

John Cruces, Dafabet’s head of sports marketing and sponsorships, added: “2014 is going to be a huge year for sport, sponsoring the Masters is a great way for us to kick the year off. It's a genuine pleasure to be working with the World Snooker team again.”