Miller Brewing brand Milwaukee's Best Light has struck a deal to become the presenting sponsor and official beer of the World Series of Poker (WSOP) until 2008.

The US brewer has signed the agreement with event co-ordinator Harrah's Entertainment for sponsorship to start at this summer's event in Las Vegas.

Exposure for the Milwaukee's Best Light brand will include a Milwaukee's Best Light Pocket Cam for TV viewers and a Milwaukee's Best Light Beer Garden area at this year's event, as well as logos on all cards and chips used at the event from 2007.

"This milestone deal with Harrah's and the world's pre-eminent poker series gives our brand a terrific association with a sport which is very important to our core consumers," said Milwaukee's Best Light marketing director, Paul Verdu.

"We will be activating the deal in a big way with our consumers and our distributor and retailer partners throughout the life of the sponsorship."

More than 7,000 players are expected to enter the 2006 World Series of Poker, worth around US$7.5m to the eventual winner.

"This is a game-changing alliance for the World Series of Poker," said Jeffrey Pollack, commissioner of the WSOP.  "Miller Brewing is one of the top sports marketers in the world and Milwaukee's Best Light is a brand on the move that reflects our own sense of fun, creativity, excitement and authenticity. This pact further solidifies our position as the No. 1 poker brand in the world and helps introduce us as a change agent for a select group of consumer-product companies."