Gibraltar-based online gaming operator BetVictor has agreed a three-year deal to serve as a principal partner of English Premier League football club Liverpool FC from the start of the 2016-17 season.

The deal also sees the operator serve as the team’s global online betting and training kit partner, with BetVictor’s branding appearing around Liverpool’s Anfield stadium, as well as on the backdrop to the club’s press conferences.

“We are absolutely delighted to announce our partnership with Liverpool Football Club,” BetVictor chief executive Andreas Meinrad said.

“They are one of the most instantly recognisable clubs in world sport, and have a history of success and of doing things the right way.

“We’re looking forward to working with such a great club and to be able to engage with their incredible fan base; we see them as an ideal fit to help with our ambitious growth plans,” he added.

“We’re delighted to welcome BetVictor to the Liverpool FC family as a principle partner,” added Billy Hogan, Liverpool FC's chief commercial officer. “We can’t wait to work with such an ambitious brand with a great bookmaking heritage for the next three seasons, bringing unique offers and content to our fans around the world.”

Betfair previously served as Liverpool’s official betting partner, while BetVictor was partnered with London-based Chelsea FC during the 2015-16 season.

While Liverpool finished that season in eighth place, the team reached the League Cup and Europa League finals, losing both matches.

To promote the new deal, BetVictor is offering new customers that sign up via the Liverpool official website special odds of 50-1 on the club winning the Premier League title in 2016-17, while existing customers can take advantage of odds of 4-1 for the team to win any major trophy during the campaign.