The agreement is the latest venture in 888's diverse, multi-channel marketing strategy aimed at increasing its non-US customer base.

Company spokesmen said the deal complimented 888's operational strategy of well supported multi-lingual websites and audiences which it currently maintains across 177 countries and in up to 11 languages.

The Toulouse sponsorship joins several other successful sports sponsorship programmes, including Middlesbrough Football Club in , and the iconic World Snooker Championship which opened up marketing avenues in snooker strongholds such as and the Far East.

John Anderson, Chief Executive Officer of 888 said: "Our investment in sports sponsorship has yielded terrific results to date in the , which was our fastest growing territory last year. Our strategy is to roll this out through Continental Europe and I am delighted to announce this agreement with Toulouse as evidence of that strategy being put into practice."