UK bookmaker Ladbrokes is now an official partner of both of Sheffield's leading football clubs after agreeing a deal with Sheffield Wednesday FC.

After announcing a similar partnership with Sheffield United FC last week, Ladbrokes has now been named Wednesday's in-stadium betting partner.

This will see the operator provide matchday betting services at the Championship club's Hillsborough Stadium. Fans will have the opportunity to take advantage of a range of promotions and exclusive offers through this service.

Ladbrokes' brand will also feature on the club's website and social media channels to support this betting activity. It has also secured a package of matchday advertising and branding opportunities, appearing on Hillsborough's LED advertising and on its giant screen, as well as in matchday programmes.

Sheffield Wednesday becomes the fourth Championship club to partner a Ladbrokes Coral brand in the past week, with Coral having signed deals with Middlesbrough FC and Sunderland AFC, alongside the Ladbrokes/Sheffield United partnership.

"Ladbrokes is of the UK's longest standing betting companies and a hugely recognisable high street brand," Sheffield Wednesday chief operating officer Joe Palmer said. "We are delighted to embark on this partnership together as it's a reflection of where Wednesday is heading as a brand itself.

"We believe they will contribute greatly to our in-stadium betting experience for our fans and look forward to working together."

Ladbrokes head of PR Jessica Bridge said the operator was very excited to form the partnership with the team as it looked to secure promotion to the Premier League. Last season the club reached the Championship Play-offs, but was eliminated at the semi-final stage after losing a penalty shooutout to Huddersfield Town.

"It promises to be an exciting season ahead for the club and we would like to wish the manager, the players and all the fans the very best of luck," Bridge added.

Shares in Ladbrokes Coral Group plc (Co.Data) (LSE:LCL) were trading down 0.15 per cent at 129.70 pence per share earlier Monday.