After inking a deal last month to serve as a major backer of the ongoing ESL Pro League 2017, online sportsbook operator Betway Limited has now signed an agreement to act as the title sponsor of the upcoming 2017 British Basketball All-Stars Championship.

Betway Limited stated that the 2017 British Basketball All-Stars Championship is set to take place on September 24 at The O2 Arena in southeast London and will have five hours of its action broadcast live via Sky Sports to sports fans in over 70 nations.

“It’s great to be involved with this innovative and exciting spin on a well-established sport,” read a statement from Anthony Werkman, Marketing and Operations Director for United Kingdom and Malta-licensed Betway Limited. “At Betway [Limited], we like to be at the forefront of new ideas and we strongly believe that the 2017 British Basketball All-Stars Championship will deliver a thrilling experience to basketball fans and Betway [Limited] customers at The O2 Arena.”

Being promoted by Matchroom Sport, the 2017 British Basketball All-Stars Championship is set to feature some of the top players from the twelve teams that make up the professional British Basketball League and will offer the eventual champion side a cash prize of £20,000 ($26,100).

“We’re also really pleased to be working with Matchroom Sport on another event,” read the statement from Werkman. “We have an excellent relationship with it and have worked on a number of successful sponsorships together.”

Betway Limited explained that the 13-game 2017 British Basketball All-Stars Championship will see eight five-man teams compete in matches featuring shorter-timed quarters and double-point power plays alongside unlimited time-outs and roll-on and roll-off substitutions.

“We’re very excited to be once again working with our good friends at Betway [Limited],” read a statement from Barry Hearn, Chairman for Matchroom Sport. “Over the years, we’ve enjoyed a close relationship centered on many of our sports including darts, snooker, boxing, pool and now basketball. The 2017 British Basketball All-Stars Championship is going to be a thrilling day out, showcasing one of the United Kingdom’s most up-and-coming sports. It’s the best of British as well as some exciting all-stars and I believe this can be the start of something big both for basketball and Betway [Limited].”