Southern Comfort 100 Proof, the overproof version of the famous whisky liqueur is to sponsor the World Series of Poker (WSOP) Circuit Tour for 2012.

This year’s tour includes 20 stops for the world’s top poker players, finishing up at the home of poker and Southern Comfort – New Orleans – May of 2013.

Jason Kempf, Southern Comfort US Brand Director, said in a media release: “This marks a tremendous milestone for Southern Comfort 100 proof as the first major sponsorship we’ve ever done for the brand.

“We look forward to partnering with the WSOP and their massive following to build awareness for Southern Comfort 100 proof and open up exciting new opportunities for both parties.”

As well as being the title sponsor, Southern Comfort 100 Proof’s logo will be placed on the beize of the feature table, giving it global television coverage as part of the sponsorship deal.