Bet365 has agreed a sponsorship deal with Premier League football club West Bromwich Albion.
The agreement, which runs until the end of the 2015/16 season, sees the i-gaming company become Albion's platinum gaming partner with exclusivity for Europe and the UK.
West Brom's head of corporate sales, Iain Wain, said: "Gaining one of the best operators in the field is a coup for the club and is a further indication of the benefits of again retaining our position in the Premier League."
Bet365 will also gain extensive coverage at the club's home stadium, The Hawthorns, including pitchside promotion during home matches.
In other news, Scandinavian i-gaming site ComeOn! has signed a two-year partnership with Liverpool FC which will run until the 2015/16 season.
Billy Hogan, chief commercial officer at Liverpool FC, said: "We have a large fan base in Scandinavia and being able to regionalise our partnerships really helps partners bring the fans closer to the club they love, no matter how far away from Anfield they live."
