His first responsibility with Harrah's was the 2005 World Series of Poker. Poker players' first impression of him centered on the 2005 Tournament of Champions (ToC). The ToC was hyped as a $2.5 million freeroll for which players had to qualify. In 2005, the ToC was sponsored by Pepsi, who was about to start an advertising campaign involving Doyle Brunson, Johnny Chan, and Phil Hellmuth. Pepsi insisted that its three spokesmen take part in the ToC and the WSOP consented. The other players objected that three corporate exemptions were granted at the last moment. Pollack was heavily criticized, but addressed the criticism head on and ensured that a similar misstep would never occur.