The partnership marks a milestone for the poker operator, which is celebrating its 25th anniversary this year. Production for the series kicks off in Los Angeles on June 27, coinciding with the World Cup’s Round of 32. The crew will then transition to Dallas for the knockout stages before wrapping up in Miami on July 10-12 to capture the energy surrounding the Quarterfinal matches.

Americas Cardroom is leveraging the collaboration to integrate its own brand into the narrative. High-stakes poker professional Martin Zamani is set to appear in exclusive segments to discuss the cultural overlaps between poker and cannabis. This move builds on the company's existing history with cannabis-themed player events, such as its annual High Five Tournament Series and the daily Puff Puff Pass rebuy tournament.

Beyond the screen, the sponsorship includes a series of watch-party activations and tournament-linked promotions aimed at engaging sports fans throughout the month-long competition. The company, which has been operational since 2001, plans to unveil a significant promotional campaign on July 1 as part of its broader anniversary celebrations.