Swedish gaming operator Unibet has struck a deal to become the main sponsor of the Royal Dutch Cycling Union (KNWU), the governing body of cycle racing in the Netherlands, although the agreement has already attracted criticism from Dutch lottery operator De Lotto.

The operator has signed a four-year contract with the KNWU that begins on January 1st 2017, with a total value of €7m. It will see Unibet’s branding appear on all of the Dutch national cycling team’s jersey’s during major events such as the European and World Championships.

The sponsorship agreement is described as offering a unique opportunity to enhance spectators’ enjoyment of cycling sports by connecting online gaming to the competitions in a responsible, fair and attractive manner.

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