UK bookmaker Coral has followed last week’s partnership with the Premier League's Newcastle United FC with a deal to become the official betting partner of Championship club Leeds United.

Coral becomes Leeds’ official betting and gaming partner, and will also sponsor the North East Corner Stand of the team’s Elland Road stadium. It is a similar deal to Coral's recent agreement with Norwich FC.

The operator will provide exclusive offers and promotions throughout the current season, both online or via Coral’s match day betting kiosks within Elland Road. It will also work with the club to develop special match day and non-match day experiences for fans.

The stand will be renamed the Coral North East Stand, with Coral advertising and competitions to feature heavily across Leeds’ marketing communications, including on its website, posterboards, and via social media and email.

“Coral is a leader in their industry, and it’s another promising sign for the future of Leeds United, that they have chosen to enter into this great partnership with us,” Leeds United owner Massimo Cellino said of the partnership. “We look forward to working closely with them over the coming season, and forge a relationship that will continue to grow beyond."

Coral brand director Matt Prevost said: “We are thrilled to be partnering with a club of the size and stature of Leeds United and look forward to providing the club’s fans with the best possible football betting service whether this be online, mobile or through the kiosks in the ground.

“We would like to wish Leeds United the very best for the season ahead. Everyone at Coral is looking forward to it immensely,” Prevost added.

The deal was negotiated by sports marketing agency BD Sport Rights, with the stadium betting service to be operated by BD Stadia, another arm of the BD Sport Group. 

It is the operator's fourth football betting partnership in the past month, with Coral having secured deals with Newcastle United and Fulham in the past two weeks.