GVC Holdings-owned betting exchange Betdaq has signed a deal to become the principal partner of English third-tier football club Sunderland AFC.
The new partnership gives Betdaq branding on Sunderland's shirts and across the the club's Stadium of Light. In line with English Football League regulations, the branding will not appear on junior replica shirts.
Betdaq will also use the partnership to create special offers for fans, as well as offering exclusive behind-the-scenes access to the club.
"Opportunities to partner with a football club the size of Sunderland are very rare, so we had no hesitation to act when it became a possibility," Betdaq commercial director Tom Sloanes said.
"This partnership provides us with the perfect opportunity to further enhance our growing sponsorship portfolio and we look forward to playing our part in what we all hope will be a great season for Sunderland AFC."
The team will play in League One, England's third tier of professional football, after being relegated from the Championship last season. This followed the team's relegation from the top tier of English football, the Premier League, in the previous season.
Despite suffering two relegations in successive seasons, the club is currently the bookies' favourite to win the League One title, having made several new signings and appointing Jack Ross, the Scottish Professional Footballers' Association manager of the year, to lead the team.
"We are delighted to welcome BETDAQ to our Sunderland family," Sunderland managing director Tony Davison said. "From day one, they have demonstrated a real enthusiasm and desire to work with the club. To partner with a company that understands our values and who we are is very important to us.
"Our partnership will be cemented with the reveal of the new home and away kits next week and we very much look forward to working closely with BETDAQ over the coming months."