Two online gaming companies have successfully announced separate sponsorship deals, bolstering their presence in the world of television and sports, respectively.

First up is 888.com, which recently announced an exclusive sponsorship deal with new UK TV channel Spike. The partnership with the free-to-air TV channel gives 888 the platform to promote its online gaming and sports betting services in the channel operated by the UK’s Channel 5 and Viacom.

Viewers in the US might be familiar with Spike, the general entertainment channel that features an eclectic mix of original programming, syndicated, shows, movies, and sports shows.

With the channel’s move across the Atlantic, 888.com is confident that Spike will have the same success in the UK as it has in the US, making it a suitable partner to further boost the online gaming company’s profile, especially with younger audiences, considered as Spike TV’s key demographic.