It's definitely an Ultimate Bet gig.
Business is business. That's why you see the laughable full tilt commercials, intros to poker after dark, Doyle and Jesus wearing a logo on their cowboy hat, and not one person at the ME Final table sponsor-less. You would be foolish not to accept a deal. Not to mention Phil's entrances only heighten his brand and is one of the few times other than when he wins, is the spectacle of something all-around good for poker, the main event, and himself.