Sportech is pleased to announce that its subsidiary, littlewoodspoker.com, is the exclusive sponsor of the new ITV Celebrity show, All Star Poker Challenge.

The sponsorship extends to the show's related website ITV.com/poker.

The promotion includes programme idents at the start and end of each programme slot and exclusive links to the show's internet site. Littlewoodspoker.com will be promoted both on screen and through voice-overs at the end of each programme.

Additionally there will be betting and gaming content from a second Sportech brand, Littlewoods Game On. This can be found behind the interactive red button and is available to ITV viewers before, during and after the broadcast of the show.

The All Star Poker Challenge series is a televised poker tournament that is played through five qualifying rounds and a final on Sunday 31 July 2005. Starting this week, the show will be aired tonight commencing at 11.30 pm through to Sunday for an hour every night.

Sportech believes that this is a significant marketing opportunity for littlewoodspoker.com and one which strengthens the existing relationship between Sportech and ITV.

Roger Withers, acting managing director of Sportech, said: "The exciting development will promote littlewoodspoker.com to a wider audience. It also provides a practical demonstration of the strong relationship between ITV and Sportech and is a further step in providing integrated betting and gaming opportunities with ITV programming."