Reigning Premier League champions Leicester City FC have unveiled Asian-facing gaming operator 12BET as an official betting partner for the 2016-17 season.

The Leicester City tie up is the latest football sponsorship deal for 12BET, following partnerships with the likes of Seville, Swansea City and Newcastle United in recent years.

Leicester City FC’s head of partnerships Harj Hir said: “We’re delighted to enter into a partnership with 12Bet, who have a fantastic record of sponsorship in sport.

“As one of the leading global betting companies, we look forward to working with them over the coming season.”

Leicester City gained worldwide fame after surpassing all expectations to win the Premier League last season, beating initial odds of 5000/1.

The club has already signed PokerStars' sports betting brand BetStars as an official betting partner for this season.

“In becoming Champions, Leicester City completed perhaps the greatest story in Premier League history,” said 12BET spokesman Rory Anderson. “It was a remarkable achievement that captured the imagination of football fans across the globe. We are simply delighted to be a key partner of the club.”