Kenyan betting operator SportPesa has signed a multi-million pound deal to become the official shirt sponsor of newly promoted English Premier League football club Hull City AFC.

The three-year deal will see the SportPesa logo featured on all home, away and third team shirts until 2019, making it the most lucrative sponsorship deal in the club’s 112-year history.

SportPesa is one of the leading betting operators in Kenya and already serves as the official Kenyan betting partner of Premier League runners-up Arsenal. It is also the title sponsor of the country’s top-tier football league, the SportPesa Premier League.

The bookmaker also sponsors two of Kenya’s most popular clubs, current champions Gor Mahia and AFC Leopards.

“We are delighted to form a three-year partnership with SportPesa,” said Simon King, commercial manager at Hull City Tigers. “SportPesa are so much more than a betting brand, this is a company with a huge footprint across grassroots sport in Kenya, as well as the rest of Africa.

“The deal is by far the largest in our history and a sign of our ambition to grow our club and become a household name in our sport globally."

“This is a big milestone for SportPesa as it marks the scaling of a Kenyan brand into the global market,” added SportPesa CEO Ronald Karauri. “The SportPesa platform will now be available in the United Kingdom and later in the year present in several African countries. One year from now we will have presence in at least four continents.

“Even as a global brand, staying consistent with our core values that centre around grassroots sport and community development will replicate the success SportPesa has enjoyed in Kenya.”

Part of the deal will see The Tigers become the first English Premier League team to go to Kenya to play a select side as part of the operator’s campaign to have Kenya compete in the World Cup for the first time in 2022.