LeoVegas-owned betting and gaming brand BetUK.com has been named as the official betting partner of Premiership Rugby, the top division of the English rugby union system.

The multi-year agreement begins from the start of the 2019/2020 season, with BetUK.com’s sister casino brand 21.co.uk named as an official online casino partner.

BetUK.com’s brand will enjoy digital presence across twelve club websites, matchday programme space and ten LED minutes at every game as part of the campaign activation.

“We’re delighted to welcome BetUK.com as a partner of Premiership Rugby,” said Premiership Rugby commercial director Dominic Hayes. “BetUK.com are a British brand with responsible gambling at the heart of their business providing a safe and controlled environment. This is the first league-wide partnership they have undertaken so we are pleased to be part of their future plans.”

As part of the agreement, both LeoVegas and Premiership Rugby will work with Epic Risk Management, whose mission is to take the problems out of gambling by delivering education and risk management consulting to organisations in the highest risk sectors.

LeoVegas also has working relationships with MIND, The Gordon Moody Foundation, and YGAM, all of which provide specialised tools and support to help players wth their gambling decisions.

“We are delighted that BetUK.com will become the official betting partner of Premiership Rugby, one of the leading professional sports competitions in the UK,” said BetUK.com representative Mark Good. “With Premiership Rugby and its growing fan base, BetUK.com intends to increase awareness about the sports betting offer that it provides to its customers.

“The partnership also provides BetUK.com with a platform to communicate the safer gambling tools that are available, so Premiership Rugby fans can enhance their enjoyment of the event by using BetUK.com responsibly."

BetUK.com will also launch a free-to-play Premiership Rugby Predictor integration app that allows rugby fans to set up mini leagues where they have to predict the result of the game. BetUK.com will then provide odds, accumulators and other focused bets based on these predictions.

The Premiership Rugby season will be played over an 11-month period for the next four years under a new structure. Twickenham will host the finals during the 2020 season and BetUK.com has the option to create experiential marketing initiatives at the venue.

Shares in LeoVegas AB (STO:LEO) were trading up 1.78 per cent at SEK30.38 per share in Stockholm Friday morning.