This week, word spread across the offices of the World Series of Poker (WSOP) that All In Energy Drink, which is partly owned by 10-time bracelet winner Johnny Chan, had signed a multi-year partnership to remain as a sponsor of the marquee tournament series. In 2008, All In became the exclusive energy drink and bottled water of the WSOP, a claim it will now be able to hold for years to come.
All In spokesman Jason Chan told Poker News Daily, “After our first year of sponsorship, we found the WSOP to be the perfect partner for our company. The WSOP is the richest tournament held and attracts everyone in poker from around the globe. With such a large audience, we were able to efficiently and effectively introduce ourselves to our target market.” Its logos were highly-visible throughout the duration of the 2008 WSOP. The company itself was formed in 2007.
The energy drink has lured some of the top names in poker to wearing its patches during tournaments. If you watched the World Series of Poker on ESPN, then you know that Johnny Chan, David Williams, Patrik Antonius, Freddy Deeb, and Annie Duke, among others, all sported All In logos. This year, WSOP officials changed the policy concerning logos such that participants in the tournament series could don as many of them as they wanted, so long as certain size requirements were met.
Chan revealed how the arsenal of pros was compiled: “As Johnny Chan is one of the founders and principals of the company, the poker celebrities are his friends and coworkers. Johnny’s legend, goodwill, and friendship were what allowed All In to befriend poker’s biggest names. We are very fortunate to be associated with these masters of the game and look forward to hydrating them for many years to come.”
All In employees gave out over 100,000 cans of the energy drink at the 2008 WSOP. In addition, over 300,000 bottles of “ultra-hydrating purified water” were distributed as well, according to a press release distributed by the WSOP on Tuesday. The beverage comes in three different flavors: Grape, Citrus, and Root Beer and each can contains 8.4 fluid ounces. Chan revealed to Poker News Daily that additional flavors and can sizes will be rolled out in the future.
In a change from the 2008 festivities, all beverage servers during the 2009 WSOP will wear All In Energy Drink gear. In addition, the company’s logo will appear on poker tables. As far as what the future of the beverage holds, Chan noted, “All In will be expanding its online presence by continuing to improve the website as well as growing the affiliate network. All In will also be increasing retail distribution to make both the energy drinks and purified water more accessible to consumers wherever they may be.”
All In ran a $500,000 freeroll during the 2008 WSOP for the top 1,200 loyal customers of its energy drink and bottled water. This year’s event was run on July 1st, right before the Main Event, and 26 year-old Miami native Michael Gaetjens took home $107,000 for the win plus a seat into the Main Event. Although a date has not been planned for the tournament in 2009, Chan told Poker News Daily that it will most likely occur right before the Main Event once again.
WSOP Marketing and Sponsorship Director Ty Stewart stated in a press release, “We are pleased to continue our partnership with All In Energy Drink and Purified Water. [The beverages] provide an important boost to our players during tournament play and we look forward to many years of partnership.”
This year’s WSOP Main Event was won, after a 117 day delay, by Danish poker pro Peter Eastgate, who became the youngest Main Event champion ever at age 22, besting Phil Hellmuth’s long-standing record of 24 years-old. It is not yet known if next year’s WSOP Main Event will also feature an extended gap before the final table is held.
