Irish online gaming operator Paddy Power has sealed a three-year deal to become the official betting partner of Barclays Premier League side Arsenal for the UK, Ireland and Italy.

The partnership will see Paddy Power launch a series of special offers and exclusive bets around the club’s key fixtures and develop exclusive marketing campaigns featuring Arsenal players and hospitality packages at the team’s Emirates Stadium.

The operator will also gain access to Arsenal’s marketing database to drive the campaigns.

The club’s head of global partnerships Vinai Venkatesham said he was “delighted” to “welcome back Paddy Power as a partner,” with the club having previously worked with the operator before being replaced by Betsson Business Solutions in 2011.

“They are a respected leader within the betting industry, and our partnership will ensure Arsenal fans have access to unique betting offers when backing their team,” Venkatesham said.

The operator’s spokesman Paddy Power added he was “really pleased to be back as partners of Arsenal,” saying his company would be “looking to provide fans with unbeatable value as well as some great entertainment throughout the season.”

It remains unclear how the deal will impact Arsenal’s existing partnership with Scandinavian operator Betsson. That partnership, which saw Betsson launch the white label site as the club’s official betting partner, was agreed in August 2011 and is scheduled to run until next year.

Following last week’s announcement of Arsenal’s Asian betting partnership with Bodog, a spokesman for the club claimed the Betsson deal would continue.

Neither Arsenal nor Betsson responded to requests for comment at the time of going to press.

In related news Paddy Power has agreed a six-figure deal to sponsor Absolute Radio’s Rock ‘N’ Roll Football Match Day Warm Up show.

The ten-month agreement will see Paddy Power’s Ball of Shame ad campaign promoted during the show, which is presented by former footballer Mark Crossley, with listeners asked to send in examples of bad on-pitch behaviour for the chance to win a cash prize.