GVC Holdings' bwin brand has been named a Champion Partner of leading German football team Borussia Dortmund.

The operator and the eight-time Bundesliga champions have agreed a four-year partnership that runs until the end of the 2020-21 season.

This will see bwin's branding appear on LED advertising hoardings, interview backdrops and ‘cam carpets’ (virtual ads that appear over match footage) at the club's Westfalenstadion stadium, with odds on the team's matches made available through its app and website.

The operator has previously partnered Dortmund's Bundesliga rivals Bayern Munich, and has also sponsored SV Werder Bremen in the past

"In bwin, we have a partner by our side that has a longer association with German football than any other company in the betting industry," Borussia Dortmund director of sales, marketing and business development Carsten Cramer said.

"bwin has already entered into several partnerships with major players on the European football scene over the course of recent years," Cramer said. "We believe that this company is a perfect fit for BVB thanks to its global apeal and its preference for the black and yellow colour combination."

bwin's head of DACH (Germany, Austria and Switzerland) Stephan Heilmann hailed the deal as bringing the brand back to the Bundesliga.

He said the operator had plans to engage as much as possible with the club’s fans, and that "a range of exciting ideas" would soon be implemented inside and outside the stadium.