Disney’s (DIS) ESPN has inked a new seven-year television contract with the World Series of Poker, FOX Business has learned.

The new deal, which is expected to be formally announced on Tuesday, will keep the popular poker tournament on ESPN and its multiple platforms through 2018. The current deal is set to expire after the 2010 season.

“ESPN is bullish on poker for a long time to come,” said a network executive who wasn’t authorized to speak on the record about the deal.

It’s not clear how much the new TV contract is worth.

Harrah’s Entertainment, which owns and operates the World Series of Poker, did not immediately respond to requests for comment.

The apparent new TV deal comes as ESPN’s coverage of the 2009 WSOP Main Event ramps up. Last month the network began airing coverage of the event, which culminates with the final table in November.

ESPN said its 2008 coverage of the WSOP drew a 0.9 rating. The network said last year's WSOP reached 919,000 homes and 1.13 million viewers, up 13% and 15% from 2007 respectively. 

However, through the first three weeks of the season, ESPN’s ratings for the WSOP were down 8%.

The network cautioned that these are small declines and it’s too early to judge the entire season. ESPN also said it is encouraged by flat ratings among men 25-54.

Professional poker has increased in popularity significantly this decade, growing from an obscure gambling activity into more of a mainstream event. Yet professional poker has struggled to overcome the negative stigma of gambling as star poker players have been unable to land mainstream endorsements from blue-chip advertisers like Procter & Gamble (PG) and Nike (NKE).