Irish multi-channel bookmaker Paddy Power has become the official betting partner of Shamrock Rovers FC, the most successful football club in the Republic of Ireland.

The agreement will see Paddy Power's logo feature on the sleeve of the club's first team shirts, and on pitchside hoardings at the 6,000 capacity Tallaght Stadium.

"We are delighted to have signed a partnership with Shamrock Rovers," said Paddy Power, director of communications for Paddy Power. "The Hoops are one of Ireland’s most famous sporting teams and we very much look forward to working with the club to offer its incredible fans unique content and experiences."

"Shamrock Rovers FC is delighted to add another blue chip partner to our portfolio of sponsors, and with Paddy Power we have joined forces with a renowned international brand, the biggest bookmaker in the country," Shamrock Rovers chief executive Brendan Murray added.

"Our partnership with Paddy Power will bring innovative content and marketing initiatives to our fans and we look forward to developing a strong relationship with them."

Paddy Power joins the likes of Hyundai, New Balance, and Maldron Hotel as partners of the South Dublin-based club, which has won the League of Ireland title a record 17 times and the Football Association of Ireland Cup 24 times.

Shares in Paddy Power Betfair plc (Co. Data) (LSE:PPB) are trading down 0.30 per cent at 8,360.00 pence per share in London Friday morning.