UNILAD and PokerStars have announced a "global partnership" that will see events and tournaments streamed live of Facebook.
UNILAD reaches one billion people, including 30 million in the UK, each week and will use its platform to promote PokerStars.
A statement released on Friday said: "The partnership will cover all aspects of the game, all told through the lens of UNILAD’s distinctive point of view: on top of live streaming major events such as PokerStars Championship Barcelona, the relationship will feature exclusive interviews with pro players and special feature content with PokerStars ambassadors Usain Bolt, the world's fastest man and the world's funniest man, Kevin Hart.
"The superstar pair feature in a newly-launched social media campaign #GameOn, where the superstars face-off in a battle of wits leveraging poker skills including reading people, bluffing and risk management to out-do each other.
"Online poker historically appeals to adult male audiences and PokerStars sees the partnership as an opportunity to grow interest in the game from tapping into UNILAD’s highly-engaged global audience, the core of which is 18-34 year olds, both male and female.
"The partnership between the two organisations was conceived by creative agency Gravity Road who are responsible for PokerStars’ award winning online output."
Liam Harrington, CEO of UNILAD, said: “PokerStars are at the top of their game and we can’t wait to share what they do and create stand out content for our global audience. We want this partnership to appeal to fans of poker, new fans and the yet-to-be converted – and who knows we might have a UNILAD Pro Player on the tables soon!”
Director of Poker Marketing at PokerStars Vadim Soloveychik said: “We are excited to be partnering with UNILAD and bringing together the world’s largest poker site together with the world’s largest social publisher. UNILAD are a great partner for us and share our vision of bringing poker to a whole new audience and in a way we have never done before.
“We were impressed by UNILAD, not only by what they have achieved to date as a social publisher, but more importantly their plans for the future. There are a lot of similarities, which is why we wanted to commit to a longer term deal.”