Premier League football club Tottenham Hotspur has unveiled UK bookmaker William Hill as its official betting partner for Europe and Australia.

The deal begins for the 2016-17 season, and will see the operator's branding feature across club’s digital channels and on pitchside advertising boards.

William Hill will also operate in-stadium betting services on matchdays at the club’s 36,200 capacity White Hart Lane stadium, which is based in the London borough of Haringey, over the course of the two-year partnership.

“Tottenham Hotspur is one of the most famous teams in world football and we are delighted to be entering into this new partnership,” said Alex O'Shaughnessy, chief marketing officer for William Hill. “The club’s profile will help to support our brand and business objectives and its location in Haringey gives us a unique opportunity to further demonstrate our commitment to the local area.”

As part of its continued commitment to Haringey, the partnership will see William Hill invest in a community project delivered by the club’s charitable body, the Tottenham Hotspur Foundation.

“We are delighted to announce our partnership with William Hill, one of the most established and recognised brands in its sector,” said Fran Jones, head of partnerships for Tottenham Hotspur. “As another Haringey-based business, we are committed to this area of north London and look forward to progressing our work through a joint community project run by our award-winning Foundation.”

Grant Cornwell MBE, CEO of Tottenham Hotspur Foundation, added: “We’ve already successfully delivered a pilot community project in partnership with William Hill and over the course of the next two years, we will continue to develop this work to support the those living in our local community.”

Shares in William Hill plc (Co. Data) (LSE:WMH) were trading up 1.72 per cent at 307.10 pence per share in London earlier Wednesday.