FHM and the online poker site The World Poker Exchange have signed a deal designed to promote poker as an essential man-skill. The deal culminates in a TV special to be aired on Bravo and Ftn.
The campaign kicks off in February with a series of advertorials in FHM magazine, complemented by a microsite on FHM.com, where users can download videos outlining poker techniques.
Readers will be encouraged to visit the World Poker Exchange site where the top 10 ranking players will be invited to play for £10,000 at a London poker night. The progress of the contenders will be filmed and broadcast on Bravo and Ftn.
David Pullan, the managing director of FHM Worldwide, said: "This unique partnership with the World Poker Exchange will enable our audience to learn, interact and truly be the stars of this campaign. This landmark campaign will see the FHM brand returning to broadcast with Bravo and Ftn and will involve the FHM and FHM.com community in a primetime national television programme."
Haden Ware of World Poker Exchange added: "FHM is the ideal partner for us to introduce our international online poker room to the younger British gamers, who make up 20% of the UK gambling market worth over £40m every day.
"The World Poker Exchange London will be a truly unique perennial lifestyle tournament, which we are delighted to be debuting with FHM as a partner."
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