Stockholm-listed betting and gaming operator LeoVegas has sealed its second major football partnership in a week, becoming the official shirt sponsor of English Championship club Norwich City FC.

The three-year deal sees LeoVegas become Norwich’s principal partner from July 1st, with its logo to feature on the team's shirts and training wear, as well as on all adult replica kits. The operator's branding will also be featured around the club's Carrow Road stadium.

The deal follows hot on the heels of a similar agreement with another Championship side Brentford FC, and LeoVegas' first in football.

"We are delighted to welcome LeoVegas as our principal partner for the next three seasons, and as such they are making a vital commitment to Norwich City," the club's managing director Steve Stone said. "It has been a positive summer for the club commercially, and this lucrative partnership with LeoVegas will generate vital income into Norwich City. We very much look forward to working with them for the next three seasons."

LeoVegas' UK chief Jon Sinclair predicted that the partnership would help cement his company's brand in UK sport.

"We're delighted to be working alongside the Canaries at the start of an exciting new era both on and off the pitch, and can't wait for the new season to get started," he said. "At LeoVegas we pride ourselves on our commitment to responsible gaming and will be working closely with the club throughout our partnership to ensure this continues."