Online betting and gaming operator bwin has named former French footballer and Arsenal legend Robert Pires as a new brand ambassador.

Capped 79 times by France, Pires won the 1998 World Cup and Euro 2000 and spent six years at Premier League club Arsenal, where he played a key role as an ‘Invincible’ in their unbeaten Premier League title winning season in 2003-04.

The new ambassadorial role will see Pires engage with bwin customers across France and the United Kingdom, producing and featuring in a series of short films looking at a variety of sporting challenges.

The films will be promoted across bwin’s websites and social media channels.

bwin customers will also be able to benefit from Pires’ extensive footballing knowledge through his tips, which will be provided around major sporting events.

“This is a marquee signing for bwin,” said the operator’s chief marketing officer Adam Lewis. “Robert Pires is a footballing legend who was not only one of the most technically gifted players in the world but a proven natural born winner, who has picked up trophies and personal awards wherever he has played.

“We are really excited to be working with him and can’t wait to get started producing unique and insightful content to share with our customers."

Commenting on his appointment, Pires said: “I’m really looking forward to working with bwin. They share my passion for football and live and breathe sports just as I do. I think together we will make some really great content which will hopefully give a new perspective that the fans can enjoy.”

Shares in bwin parent GVC Holdings plc. (Co. Data) (LSE:GVC) were trading up 0.91 per cent at 775.00 pence per share in London early Tuesday.