World Series of Poker extends Jack Link's sponsorship deal

LAS VEGAS, Nevada -- (PRESS RELEASE) -- Jack Link's Beef Jerky and the World Series of Poker (WSOP) have announced the signing of a new multi-year agreement. Under terms of the pact, Jack Link's will continue to serve as the presenting sponsor of the world's longest-running, richest and most prestigious poker tournament.

The tournament will continue to be known as the World Series of Poker Presented by Jack Link's Beef Jerky.

The first two years of the sponsorship were filled with excitement — from the elusive Sasquatch grunting "Shuffle Up and Deal!" to open the 2009 tournament, to the introduction of the in-game feature "Stacked Jacks Go Wild," a new favorite amongst tournament players and Jack Link's fans, to the humorous ESPN broadcast vignettes featuring Sasquatch in a series of unexpected WSOP situations (visit www.JackLinks.com to view) — and the memorable moments and poker-themed antics will continue.

"Poker is entertaining, unpretentious, unpredictable and full of fun and camaraderie among friends. The same attributes can be used to describe the Jack Link's brand," said Jeff LeFever, director of marketing, Jack Link's Beef Jerky. "Winning a World Series of Poker bracelet is the ultimate accomplishment and we're proud to partner with the best in the business to help deliver the biggest, most exciting poker experience in the world."

Jack Link's new multi-year deal begins at the 42nd Annual World Series of Poker Presented by Jack Link's slated to get underway at the Rio® All-Suite Hotel & Casino in Las Vegas on May 30, 2011 and extends through November 2012. The WSOP sponsorship is one of the most significant event partnerships for the Jack Link's brand.

"This remains a great fit between two category-leading brands," said WSOP Vice President Ty Stewart. "We couldn't ask for a better organization to be our lead sponsor. We love being with a market dominator that shares our sense of fun and irreverence."

Jack Link's, the No. 1 U.S. brand of beef jerky and the fastest-growing meat snack manufacturer worldwide, leads the nearly $3 billion meat snack category. As the recognized category leader, Jack Link's offers more than 100 premium meat snack products in more than 40 countries. In addition to its premium products, Jack Link's is known for its popular Messin' With Sasquatch advertising campaign which has achieved nearly cult-like status. The commercials feature pranksters playing sophomoric pranks on an unsuspecting Sasquatch.

Under terms of the agreement, Jack Link's will be visible throughout the tournament area, including active sampling to the perennially record fields at the Rio All-Suite Hotel & Casino. Jack Link's will also support all 32 hours of programming on ESPN with advertising and features like the "Jack Link's Wild Card Hand" as well as execute unique WSOP-themed promotions at retail.