Kenyan betting operator SportPesa continues to invest in English football with the signing of another betting partnership with a Premier League team.

Having signed a shirt sponsorship deal with newly promoted Hull AFC earlier this week, the operator has now added Southampton FC to its list of partners, which also currently includes Arsenal FC.

The multi-million pound three-year deal with Southampton kicks off at the start of the 2016/17 campaign which begins next month.

“We are delighted to have teamed up with SportPesa in what is by far our biggest partnership in this sector in the club’s history, and one of our largest partnership deals to date,” said Southampton FC chief executive Gareth Rogers.

“This partnership will allow the club to continue to build its partner portfolio for commercial success on an international scale. Our reputation for player development continues to resonate around the world and we look forward to sharing our unique philosophy in Kenya and across Africa.”

As part of the deal, the club will support the development of young football players in Kenya by sending football development and support staff to the country, with young Kenyan players visiting the club’s Staplewood Campus to experience the demands of football at a Premier League club.

SportPesa CEO Ronald Karauri said: “We are grounded to our core values that centre around grassroots sport and community development. Our vision is for Kenya to participate in the 2022 FIFA World Cup and this partnership is a step in that direction.”