2022 marks 888poker’s milestone 20th anniversary, and to kick off a year full of celebrations, 888 has unveiled champion boxer, Chris Eubank Jr. as its new cultural ambassador.
The signing of the two-time IBO super middleweight world champion is a significant step for the operator and is the first partnership deal of its kind in 888’s 20-year history.
Eubank Jr.’s love of poker is well-known and he has previously appeared on Poker Go’s iconic series, Poker After Dark. In a statement on the 888poker website, Eubank Jr. spoke of his excitement at the prospect of the new role:
“Poker is one of the great passions in my life, so I am delighted to partner with 888poker. 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!”
888 and Eubank Jr. — a Perfect Match
888 VP and Head of Poker, Amit Berkovich was equally enthusiastic. “I am happy to welcome Chris to the 888poker family as our Cultural Ambassador,” he said.
“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.”
Berkovich continued, referencing 888’s anniversary: “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 around the world.”
Celebrity Ambassadors Growing in Numbers
2021 was a stellar year for Eubank Jr. and saw him recording wins against Marcus Morrison and Wanik Awdijan. He is currently the number one ranked middleweight in the world, according to both the World Boxing Association and the boxing database, BoxRec.
His first fight of 2022 is due to take place on February 5, against Welshman Liam Williams.
888’s appointment of Eubank Jr. is something of a departure for the operator, which has not hitherto been known for hiring ambassadors — and especially not celebrity representatives from outside the world of poker.
However, the use of poker ambassadors has become increasingly common in recent years, as the industry has tried to appeal to a wider audience. The use of celebrities and streamers has become particularly prevalent, as operators seek to attract a younger, more diverse following.
In the last couple of years, we have seen the likes of Kevin Hart partner with partypoker, Dan Bilzerian taken on by GGpoker, and Neymar Jr. representing PokerStars. So it was perhaps inevitable that 888 would follow suit eventually.
888poker has stated that the signing of Eubank Jr.’s is just the first of many promotions that will mark its 20th year as an online poker provider. The operator promises a raft of “player-focused” events throughout 2021, some of which, will be fronted by Eubank Jr. himself.