GVC-owned online betting operator Neds has been unveiled as the new co-sponsor of Australian rules football club Brisbane Lions.

The partnership will see the Neds brand feature on the front of the Lions’ home shirts, and the back of their away shirts throughout the current Australian Football League (AFL) season, which begins on Saturday.

Neds, which was acquired by GVC last November for AUD$68m, joins Oaks Hotels & Resorts as co-major partners to feature on the club’s shirts this season.

Brisbane Lions CEO Greg Swann said the decision by Neds to support the club on such short notice was a testament to the path the club is currently on.

“We are so excited to welcome Neds to the Club,” said Swann. “To be able to find a new co-major partner in less than two weeks speaks to the positivity around the club at the moment. All of our key off-field markers are up year on year, and we are so pleased that Neds wanted to be a part of that journey in 2019.

“We can’t wait to see Neds on the jumper Saturday as we open the season against the reigning premiers at the Gabba.”

Neds CEO Jason Scott commented: “To be joining the pride at a time where the direction of the club both on and off field is clear and strong is very exciting for us. There is some great symmetry between this Lions team and the Neds brand in that they are both growing and going somewhere so, for us, it is an incredibly good fit.

“As a Brisbane based company we are always keen to get involved at a local level and the Lions are our local side on the national stage and we are sure they will do themselves, NEDS, Brisbane and Queensland proud this season.”