Ladbrokes Australia has added to its sponsorship portfolio in the country by signing a deal with football team Brisbane Roar FC, three-times champions of the Australian top football division the Hyundai A-League. 

The operator becomes a silver partner of the club, with its stadium signage and branding already in place for home matches at the team's Suncorp Stadium.

Ladbrokes Australia marketing director James Burnett said his company was delighted to be sponsoring the Brisbane Roar. 

"Football is a growing and important part of our business and we look forward to working with a club as successful as the Roar throughout the partnership," Burnett added.

The team has signed similar deals with watch manufacturer TAG Heuer and the brewery Lion, with managing director Sean Dobson explaining that the club was working diligently to build its standing off, as well as on, the field.

Dobson added that the partnership “highlights the current strength of our club commercially. We’re excited to be working with a global brand such as Ladbrokes throughout the 2014/15 season.”

While football is a growing market for Ladbrokes' Australian business, its has been a key area of focus for its European business. 

Its Spanish-facing joint-venture with CIRSA, Sportium, recently became the official betting partner of the country's national football association, Liga de Fútbol Profesional, while a successful World Cup helped boost the bookmaker's net revenue by 13 per cent in its third quarter results.