Taking an "if it ain't broke don't fix it" approach, the World Series of Poker announced that, Milwaukee's Best Light beer will not only be the official beer sponsor of the WSOP for the fourth year running, it will also be tied with the poker event in 2010 as well.

Dubbed the "beer that's brewed for a man's taste," Milwaukee's Best Light will see its brand name and logo prominently featured at the Rio All-Suite Hotel and Casino in Las Vegas—where the World Series of Poker events are held—and in return Milwaukee's Best Light will retain the right to use the WSOP logo for beer packaging and other promotions.

"Poker continues to enjoy growth both as a leisure activity and as a televised sporting event," said the beer company's marketing director, Chad Dern.

"We want to make sure Milwaukee's Best Light is the beer of choice whether fans are playing or watching at home."

"When we look at opportunities for developing alliances that make the most sense for this brand and help us connect with the right audience, the World Series of Poker is simply the best."

Milwaukee's Best Light was happy to continue business with the World Series of Poker and the feeling was definitely mutual according to the WSOP's commish Jeffery Pollack.

"Milwaukee's Best Light has been a great sponsor over the years, activating its sponsorship with advertising and promotions that have truly allowed the World Series of Poker to expand our fan base," Pollack said.

"We're excited to have Milwaukee's Best Light continuing on as the tournament's official beer sponsor, and we look forward to building on this successful relationship as the tournament kicks off its 40th year."