Betfair has signed an agreement with Spanish football giants FC Barcelona to become one of the club’s official global partners for the next three seasons.

The agreement will see Betfair and FC Barcelona collaborate on image association rights, visibility of branding on the Camp Nou LED system, and a variety of digital benefits.

Betfair, newly merged with Paddy Power, will have access to the first team players to create promotional material and develop marketing campaigns, with its branding present at all domestic fixtures played at the club’s home ground, the Nou Camp.

“FC Barcelona is delighted to sign a long-term collaboration agreement with Betfair, a leading company in terms of seriousness in the field of sports betting,” said FC Barcelona’s vice-president of marketing and communication Manel Arroyo. “We hope our members and all football lovers will enjoy this new global partnership, as well as exclusive promotions and unique sporting experiences.”

Paul Gambrill, UK and Ireland marketing director at Betfair, said: "We are delighted to have signed a long-term partnership with Barcelona Football Club. Barcelona are year-on-year competitive at the top level and will help us achieve our ambition of growing the Betfair brand internationally.

"We very much look forward to working with the club to offer the incredible fans unique promotions, content and experiences."

FC Barcelona is one of the most successful clubs in history. With an annual turnover of more than €560m, it is the world’s second richest club. Five times UEFA Champions League winners, in May the team won its sixth Spanish La Liga title in eight seasons with a 3–0 win against Granada.

Last season Betfair secured betting partnerships with five UK Premier League football clubs including Arsenal, Southampton, Sunderland, Aston Villa and eventual Premier League winners Leicester City.

As FC Barcelona's global partner, it joins the likes of Oppo, Gatorade, Replay, Toshiba and Allianz among others.