Online gaming operator Betway has extended its sponsorship of English Premier League side West Ham United in a deal that it describes as the biggest in the club's history.
The three year extension runs until the 2019-20 Premier League season, with suggestions that the new partnership is worth more than the original deal struck between the team and the operator.
In February 2015 Betway stepped in as West Ham's shirt sponsor after the previous partner, CFD and forex broker Alpari Group went into liquidation. That deal was rumoured to have seen the operator pay the club £20m over three years.
The signing of the new deal coincides with the beginning of the 2016-17 season, the first in which West Ham is playing at the London 2012 Olympic Stadium in East London's Queen Olympic Park. After losing its first match of the season, the team defeated Bournemouth 1-0 in its first home match.
West Ham's vice-chairman Karren Brady welcomed the deal as evidence of the continued success and "upward trajectory" of the club: "We are delighted to extend our relationship with Betway, signing our biggest-ever commercial deal in the process," she said.
"Our brand has grown faster than any other major Premier League club in the past two years, and an equally ambitious, forward-thinking brand like Betway wants to be associated with that success.
"Betway have been with us during two of the most momentous years in our history, as we said farewell to the Boleyn Ground and moved into our stunning new home, but they know that the best is still to come.
"The revenue that this deal generates will be reinvested in our playing squad, and will allow us to enjoy ever greater success in the years to come."
Anthony Werkman, marketing director at Betway, said that the deal was a "sign of their confidence and excitement at the future that lies ahead for West Ham United."
"We are thrilled to renew our agreement with West Ham United and proud to maintain our close association with one of the most historic teams in English football, during such a hugely significant era for the club.
"Since we first became principal sponsor in February 2015, the partnership has been a real success for Betway and West Ham. This is reflected by the fact that both parties were not only keen to renew the deal early, but also for a substantial period."