When Harrah's Entertainment three years ago immediately set out to strengthen the World Series of Poker brand and build it into the moneymaking machine they knew it could be. And if the incredible jump in attendance of the Main Event, this year nearly 100 times that of three years ago, is any indication than they are doing a fantastic job. Many other efforts include giving over $6 million in relief efforts to former and current casino workers negatively affected by hurricane Katrina. In addition, Harrah's has opened up relationships either by extending current contracts, such as with ESPN and Michelob Light, or by building new ones such as through AOL and cellular companies.
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