Stockholm-listed mobile gaming specialist LeoVegas has been named the official betting and gaming partner of English rugby union team Leicester Tigers.
The operator has signed a three-year agreement that will see its branding appear on team shorts until the end of the 2018-19 Aviva Premiership season.
The partnership also gives LeoVegas the right to promote its casino and sportsbook products during live and pre-recorded television coverage of the team's matches, as well as on pitchside advertising boards and media backdrops.
The deal kicked off at the weekend with the Tigers' European Champions Cup match against Glasgow Warriors, which saw the team lose by 43 points to nothing.
But despite the Tigers difficult season this year, the team has been England's most successful club since the introduction of league rugby in 1987.
It has won the English Premiership a record ten times, appearing in nine successive finals between 2005 and 2013.
LeoVegas' UK and Ireland country manager Shenaly Amin said the sponsorship deal was "a major statement of intent" for the operator that showed its commitment to becoming a leading sportsbook operator.
"To be mentioned in the same sentence as of one of the most iconic names in rugby, let alone as a partner, is a complete honour and we're looking forward to becoming part of the Tigers family," Amin added.
Having started out as a casino-only operator, LeoVegas entered the sports betting vertical with a Kambi-powered product in May last year.
Commenting on the new sponsorship, Leicester Tigers commercial director Andrea Pinchen said: "We have had the chance to meet with Leo Vegas at their head offices and we were hugely impressed with their set-up and their people. We firmly believe they are the premium brand in betting and to be able to welcome another partner to the Tigers family recognises the strength in the Leicester Tigers brand. We look forward to working with Leo Vegas immensely."