Professional middleweight boxer Chris Eubank Jr has entered into a partnership with 888poker, taking on a role with the firm as a cultural ambassador. 

An avid poker player, the former two-time IBO-super middleweight champion intends to leverage the partnership to strengthen his ties to the scene.

Meanwhile, for the 888 Holdings online poker brand, the deal coincides with the 20th anniversary of its launch, which the firm intends to celebrate by hosting various events over the next 12 months, including a series of player-focused sessions with the number one ranked middleweight.

In a video release to mark the partnership, Eubank Jr is seen training in the ring and with the heavy bags and speed bags at his local Hove Amatuer Boxing Club in his hometown of Brighton and Hove – where his father CHris Eubank Sr famously trained from during his years as WBO middleweight and super-middleweight champion.

The video concludes with Eubank stating that he is ‘excited to join the 888poker team,’ before ignoring viewers that he will ‘see you at the tables.”

In a separate statement, the former two-time IBO super-middleweight champion remarked: “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!”

For 888poker, after two decades of operations 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, whilst launching a new app in November 2020.

Amit Berkovich, VP, Head of Poker at 888, stated: “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.”

Chris Eubank Jr throws hands in 888poker partnership