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AmberBock to Sponsor Travel’s WPT

Travel Channel wants viewers to hoist a beer and break out the cards.

WPT Enterprises Inc. said Monday that Anheuser-Busch Cos. Inc.’s Michelob AmberBock will sponsor the third season of World Poker Tour on the network.

Spots for the beer will air on all broadcasts, and viewers will see the AmberBock logo on the televised table felt and on in-show graphics for the “hole-card camera” segment.

The winners of each WPT tournament will also celebrate a toast with Michelob AmberBock as part of the show’s traditional closing sequence.

World Poker Tour airs Wednesdays at 9 p.m. (EST/PST) on Travel, and it is the highest-rated series in the network’s history.

“The WPT has attracted millions of new fans to the sport of poker, both as participants and as viewers,” Anheuser-Busch vice president of corporate media Peter McLoughlin said in a prepared statement.

“We want Michelob AmberBock to be the beverage they enjoy while they play at home or root for their favorite players as they ‘go all-in’ on the weekly telecasts,” he added.

“Anheuser-Busch is the pre-eminent beer brewer, and the World Poker Tour has clearly established itself as the leading force in poker,” WPT executive VP Audrey Kania said in a prepared statement. “This association provides a further springboard for our mutual growth and success.”