World Poker Tour Launches Licensing Program

LOS ANGELES, California -- (Press Release) -- With the enormous popularity of the WORLD POKER TOUR (WPT) on The Travel Channel, licensees have been pursuing WPT with requests to license the brand. In this highly favorable climate, the WPT is turning to Brandgenuity, LLC, an independent boutique trademark licensing agency, to launch a strategic WPT brand licensing program.

The WPT represents an exciting new opportunity for Brandgenuity, whose clients include Snapple®, This Old House®, Outdoor Life®, Sports Illustrated®, Orajel®, Baby Orajel® and Meow Mix®. "We chose Brandgenuity because the company is passionate about our brand, shares our vision and echoes our entrepreneurial spirit," said Audrey Kania, Senior Vice President for the WPT. "Bringing on Brandgenuity will allow us to jump-start our licensing efforts to meet the consumer's desire for WPT-branded merchandise and quickly and thoughtfully extend our brand into new categories."

The WPT series is the highest-rated series in the Travel Channel's history and has revolutionized televised poker, making it exciting and appealing to a large audience. In the second season of this blockbuster series, WPT will cover 14 high stakes tournaments at some of the world's most luxurious casinos where an extraordinary total prize pool of over $30 million will be up for grabs. On March 3, 2004, Travel Channel will launch Season 2 of the World Poker Tour, continuing in its prime time slot on Wednesday nights 9:00-11:00 pm ET/PT. In a bold programming move, NBC announced that it will air a special episode featuring the champions from the first season in the "WPT Battle of the Champions" -- opposite the Super Bowl Pre-Game Show on Sunday February 1, 2004.

In less than a year, The World Poker Tour has helped turn poker into the hottest new professional sport and created a valuable brand. Elaborating on the brand's licensing vision, Kania added, "Through licensing we will give WPT enthusiasts and the nearly 60 million poker fans in the United States new and compelling ways to experience the WPT and help them improve their own game."

"We're "all in" and we can't wait to get started," said Adina Avery-Grossman, Managing Director of Brandgenuity. "The World Poker Tour is flush with licensing opportunities and has become the preeminent poker brand in the world."

The WPT will seek licensees in categories including poker accessories, gaming, interactive games, gifts and collectibles, publishing, social expression and apparel, and other categories that reward WPT enthusiasts with high-quality products.

The brand plans to approach licensing strategically and thoughtfully. "We are going to be selective about the products and partners we choose. Everything we do will be exciting and cutting-edge, with the same premium feeling and high-quality production values that fans have come to expect from the WPT," said Kania.

Lakes owns approximately 80% of the WPT which is the brainchild of producer and CEO, Steve Lipscomb. Lipscomb explained the winning formula: "The WPT has riveted the nation's TV audience thanks to its hallmarks-- high-caliber, sports-style production (shot from 13 camera angles) expert commentary and cliffhanging drama. The revolutionary WPT cams reveal the players' hidden cards, providing the high-anxiety excitement that makes viewers feel like they are sitting in the seat making million dollar decisions with each hand."

Louis Drogin, Managing Director of Brandgenuity summed up the opportunity: "Poker is all the rage and the WPT has transformed poker into a televised mainstream sports sensation. Licensees will be able to tap into a wealth of licensable assets (logos, slogans, "personalities") and a passionate fan base. This could be one of the biggest licensing stories of 2004."