Millionaire Vancouver Canucks goalie Roberto Luongo’s $10,000 entry fee into the World Series of Poker main event was paid for by the BC Lottery Corporation, CTV News has learned.

The lotto company confirmed Thursday night that Luongo will be representing the website at a number of gaming events, including the WSOP.

“Businesses commonly partner with celebrities or sports figures to help strengthen their brand image,” a spokesperson told CTV News in an email. “Luongo is a well-known celebrity in our marketplace, and a natural fit for this type of marketing approach.”

The main event of the WSOP, which has been held annually in Vegas since 1970, involves a tournament of no-limit Texas Hold ‘Em. The winner of last year’s event, Pius Heinz, won $8.7 million.

BCLC says the money for Luongo’s sponsorship came from the company’s annual marketing budget, and has no impact on revenue for the province. first announced it had formed a partnership with Luongo last September, advertising that players on the site would have a chance to play against the star goaltender online.

Luongo, a well-known poker enthusiast, also hosts his own yearly tournament, the Roberto Luongo Charity Poker Classic, at the River Rock Casino in Richmond.