UK bookmaker William Hill will continue its association with British professional boxer Anthony Joshua, agreeing to be title sponsors of the IBF world heavyweight champion’s next three fight nights.

The new agreement, signed with Matchroom Sport, follows on from the operator’s sponsorship of Joshua’s last two fights - against Dillian Whyte and his world title-winning performance against Charles Martin.

The deal will see William Hill brand’s appear in the ring, and across media notices, backdrops and promotional material.

Alex O’Shaughnessy, chief marketing officer at William Hill, said: “We’re delighted to sign this new deal with Matchroom Sport. Anthony Joshua is one of the most talked about boxers of our generation and it’s exciting to align our brand to this true British sporting icon.”

Eddie Hearn, managing director at Matchroom Sport, said “AJ is one of the biggest draws in world boxing right now and it’s fantastic to have one of Britain’s biggest brands with us on his journey to greatness.

“We’ve built up a really strong working relationship with William Hill over the last year and I believe it will continue for many years to come.”

Joshua (16-0-16 KO) defends his title for the first time at the O2 in London on Saturday when he faces the unbeaten American Dominic Breazeale.

The Californian (17-0-15 KO) represented the USA in the 2012 Olympic Games, where Joshua won gold.

The Joshua v Breazeale fight night will also include the super-middleweight clash between Martin Murray and George Groves and other names such as Chris Eubank Junior, Dillian Whyte, Anthony Ogogo, Kal Yafai and Conor Benn.