Sporting brand partnerships are important for growth in both sectors and are often an indication of the wider growth of any industry, so it’s good news that Poker Central and broadcaster NBC have confirmed their collaboration for another two years until 2022.

The partnership has already led to broadcasts of the popular poker series of the U.S. Poker Open, Super High Roller Bowl and Poker Masters events, each of them becoming a prestigious part of the poker calendar’s schedule over the last few years. The partnership between Poker Central and NBC has been in place for three years, coming into effect as it did in 2017.

The Super High Roller Bowl (SHRB) has really captured a niche audience that for many years was offered crumbs from a vastly spread high roller circuit. Different formats, brands and re-structured formats confused audiences and made the game of poker at an elite level less of an attractive proposition, but hands like this 2015 SHRB one featuring Tom Marchese and Daniel Negreanu are a reason why Poker Central and PokerGO have managed to grab a big audience share in the poker industry.

[youtube https://www.youtube.com/watch?v=c-0BiB4HtrQ?feature=oembed]