Cherry-owned online sports betting and casino brand ComeOn! has signed former Arsenal and England midfielder Ray Parlour as brand ambassador.
Nicknamed the Romford Pele, Parlour made over 300 appearances for Arsenal and also had spells in the Premier League with Middlesbrough and Hull City, winning 10 caps for his country.
As brand ambassador, he will take part in ComeOn! marketing events and feature in the brand's advertising campaigns.
"I'm excited to begin this partnership with ComeOn! They share my great passion for football and I'm looking forward to playing a role in their many future plans to promote the brand to new and existing fans,” Parlour said.
ComeOn! UK country manager Keith McKay added: "We're delighted to have Ray Parlour on board as a brand ambassador. He's a very popular figure in the world of football and has proven himself to be an excellent and knowledgable pundit as well.
"He will help engage our target audience in the UK and working with him as a brand ambassador is just one of many exciting upcoming projects ComeOn! have planned."
Shares in Cherry AB (STO:CHER-B) were trading down 1.71 per cent at SEK57.50 per share in Stockholm Friday morning.