Stockholm-listed online gaming operator LeoVegas has become a sponsor of Gold After Dark, a series of late night broadcasts of cult comedy programmes on classic comedy channel UKTV Gold.

The sponsorship runs until next April, with LeoVegas running frequent ten-second ads throughout the broadcasts. This includes LeoVegas's latest UK ad campaign featuring comedian Johnny Vegas and its Leo the Lion mascot.

Gold After Dark showcases some of the UK's best dark and cult comedy programmes, including sitcoms such as Spaced, Black Books and The Mighty Boosh, broadcasting every Friday, Saturday and Sunday night from 11pm.

The ads will look to create a link between the operator as "the king of mobile casino" and Gold as "the home of entertainment," LeoVegas said, and will showcase to players the operator's range of products, with each vertical being highlighted in its own dedicated spot.

LeoVegas' UK country manager Jon Sinclair said he was excited to further expand into the UK with the new partnership.

"Teaming up with one of Britain's most loved comedy stations shows our commitment to making LeoVegas a recognised name in the world of entertainment and highlighting our huge offering," he explained.

Shares in LeoVegas AB (Co.Data) (STO:LEO) were trading down 1.83 per cent to SEK37.50 per share in Stockholm earlier Tuesday.