The minds at EMI Music Canada obviously know a sweet sponsorship deal when they see one. This time, it comes via The Party Poker Canadian

Poker Championship.

Produced by Toronto-based CBN Newsroom Productions, a 10-week series based on the championship, which was shot in the Bahamas, is currently being broadcast on Global, CH and The Men’s Channel. EMI has signed up to promote a new compilation CD called Poker Night, as well as Canadian band Idle Sons.

‘We knew a major network was airing the show, so the potential to get the band in front of all those eyeballs was a no-brainer,’ says Paul Shaver, VP marketing for Capitol/Virgin. The band, whose track ‘Tell Me’ is on the soundtrack, will be promoted every episode, with its songs running through the credits. EMI will also air two TV spots during the program, one apiece for Idle Sons and the compilation CD, which EMI hopes will become the music of choice during poker get-togethers across Canada, according to EMI director of marketing Roger Bartel. It is the third volume in EMI’s The Best Beer Drinking Album in the World…Ever CD series. Unlike the previous offerings, which were geared at male classic rock fans, Poker Night is aimed at 25-34s.