Malta-licensed online betting operator NETBET has agreed its first betting partnership in the UK following a deal with Premier League club West Bromwich Albion (WBA).

The one year agreement will see the operator benefit from stadium advertising, with the NETBET brand to appear inside The Hawthorns stadium on the pitchside LED system.

WBA’s sales and marketing director Adrian Wright said: "NETBET are one of the most ambitious sports business stakeholders in Europe and an increasing force in the UK betting market. They share the same ambitions as our club, and we are delighted they chose the Baggies to be partnered with.

“NETBET, due to their size in Europe, also presents a strategic opportunity for the club in this zone and we look forward to working with such a creative brand in this sector to the mutual benefit of both of our brands."

NETBET, the iGaming brand of France’s ITECHSOFT GAME, has been involved in a number of sponsorship deals in France, including Lille, and is currently also partners with Sainte Etienne and German handball club VFL Gummersbach.

“We’re very proud to be partnered with West Bromwich Albion ahead of the forthcoming season,” said NETBET marketing manager Alexandre Mangaud. “Their outstanding performances on the field last campaign show this club is going places, and to be a part of their journey for the next 12 months gives us a great sense of pride.

“The club has 137 years of history and tradition, and we are so pleased to be partnered with a football club with the same objectives as ourselves: to strive to compete at every level."

As part of the new collaboration, SPORTFIVE will provide extensive support and football expertise.

Laurent Moretti, managing director of SPORTFIVE France, said: "The mission of SPORTFIVE is to propose solutions to brands that fit with their development strategies by capitalising on sport partnership. It’s an honour to stand alongside NETBET and West Bromwich Albion in this approach."

Last year, WBA had betting partnerships with online gaming operators bet365 and the now defunct 666Bet.