Michelob Amber Bock, a beer brand, announced its agreement with World Poker Tour organizers to sponsor the World Poker Tour's third season that will be covered March 2.

It is the second sponsorship deal following successful start with the recent WPT "Ladies Night II" special telecast featuring Amber Bock logos and commercials during the broadcast.

"The WPT has attracted millions of new fans to the sport of poker, both as participants and as viewers," says to Pokernews.info Peter McLoughlin of the brewing company. "We want Michelob Amber Bock to be the beverage they enjoy while they play at home or root for their favorite players."

Much like last year, the closing shot of each show will show the hosts, and winners of the Texas Holdem tournament toasting each other with Michelob Amber Bock, the "official beer of the World Poker Tour". The sponsorship deal is considered to keep the brewer’s sales since the WPT’s rating on the Travel Channel shows no signs of slowing down supporting the image of the highest rated program in the history of the network.

The Anheuser-Busch sponsorship package expands this year with several live "All in Texas HoldEm" tournaments, which will be held at retail locations all over the U.S. until February 24th. Each local tournaments top finisher qualifies for the National Finals. The top two finishers in the National Finals will secure spots in the WPT Invitational, a sort of poker Pro-Am where celebrities, and contest winners get to compete with top pro poker players for a $200,000 prize pool. The final six players of this tournament make up a WPT broadcast. Last year, the WPT invitational hosted over 300 players, and included such celebrities as Ben Affleck, Tobey Maguire and James Woods.