Unibet Renews Sponsorship of the British Open Snooker for 2026

The World Snooker Tour (WST) has confirmed that Unibet will return as the title sponsor for the British Open for the third consecutive year. This partnership extension, ahead of the 2026 tournament, solidifies the betting operator’s ongoing commitment to professional snooker.

The 2026 Unibet British Open is scheduled to take place from August 31 to September 6 at the Centaur Arena, located at Cheltenham Racecourse in England. Since the brand first partnered with the WST for this event in 2024, the tournament has become a staple of the professional circuit.

Expanding Global Reach and Broadcast Coverage

A significant development for the 2026 edition is the expanded broadcast footprint. For the first time, the tournament will be televised on free-to-air television in the United Kingdom via Channel 5. This move aims to bring the sport to a broader audience, following the channel’s recent expansion into airing world ranking snooker events such as the Players Championship and the Tour Championship.

International viewers will also have access to the action through various global distribution partners, including WST’s own streaming platform, WST PLAY.

A Strategic Partnership

The renewal of the sponsorship agreement underscores a shared vision between the WST and Unibet to innovate fan engagement. Peter Wright, Commercial Director at WST, noted the importance of the partnership, stating that the organization admires Unibet’s dedication to bringing fans closer to the sport through creative initiatives.

“The snooker is growing as never before globally through broadcasting, live fans, and digital audiences,” said Wright. “The British Open is a spectacular event on our circuit and, together with Unibet, we are excited to provide fans with an incredible experience in Cheltenham.”

Sam Mead, General Manager of FDJ United in the UK—the parent company of Unibet—expressed pride in the continued collaboration. “This tournament has a unique identity within the snooker, with the excitement of its cup-style random draw that creates memorable moments for the fans,” Mead stated. “With its rich history and a stellar cast, the event is a fantastic showcase of our ongoing commitment to the sport.”

Tournament History and Expectations

First established in 1985, the British Open is highly regarded for its random draw format, which mirrors the structure of the English FA Cup. This format often leads to high-stakes matchups in the early rounds, providing unpredictable and dramatic encounters that distinguish the tournament from traditional seeded events.

While the full participant list for the 2026 competition is yet to be finalized, the field is expected to feature the top talent from the professional circuit. Shaun Murphy, who secured the title in 2025, is set to return to defend his crown. Reflecting on his victory, Murphy noted the significance of the win and his anticipation for the upcoming week in Cheltenham.

Key Takeaways

• Event Dates: August 31 – September 6, 2026.
• Venue: Centaur Arena, Cheltenham Racecourse.
• New Broadcast Partner: Channel 5 will provide free-to-air coverage in the UK.
• Format: The event retains its signature “cup-style” random draw.
• Sponsorship: Unibet continues as the title sponsor for the third year running.

As the tournament approaches, fans and analysts alike look forward to another week of high-level competition, building on the momentum of previous years and the global growth of the sport.