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888poker has signed middleweight boxer Chris Eubank Jr as a cultural ambassador, with the deal coinciding with the 20th anniversary of its launch.

In celebration of its two decades of operations, the 888 Holdings online poker brand intends to host various events over the next 12 months, including a series of player-focused sessions with the number one ranked middleweight.

The company plans to capitalise on its current operational approach, utilising its proprietary technology to provide an “enhanced gaming experience” for its customers. To date, the operator has on-boarded 15 million players and dealt 25 billion hands.

Amit Berkovich, VP, Head of Poker at 888, said: “I am happy to welcome Chris to the 888poker family as our Cultural Ambassador. The authenticity, integrity, and excitement he brings – whether that’s in the ring or at the poker table – perfectly matches our values and creates a great fit for our brand.

“This is a fantastic partnership and an exciting kick-off for our 20th anniversary year. Like Chris, over the last two decades, 888poker has firmly established itself as one of the best in the world thanks to our commitment to constantly improve in order to bring our players the highest level of entertainment.”

“As we look ahead, we have lots planned to support the continued evolution of the 888poker brand. We will ensure we continue to deliver fun, creative and exciting experiences to players.”

For Eubank Jr, the former two-time IBO-super middleweight champion intends to leverage the partnership to strengthen his ties to the poker scene, something which he has described as “one of the great passions in my life”, having played in high stakes poker games and appeared on the Poker After Dark series.

Eubank Jr said: “For me, the beauty of poker is in its community and 888poker is doing a fantastic job of making poker more about fun and less about the grind for players in all levels with its user-friendly platform.

“I’m excited to officially kick-start the partnership in the coming months and can’t wait to meet the 888poker community at the tables!”

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