GVC Holdings’ bwin brand has signed a three-year deal to serve as the new shirt sponsor of Spanish La Liga club Valencia CF.

bwin replaces US mobile phone manufacturer Blu Products as shirt sponsor for the next three seasons, having served as a betting partner of the club since the start of the 2016/17 season.

The partnership will see the operator’s logo feature on the front of Valencia CF’s official match and training shirts, including both the first team and reserve team VCF Mestalla, in all matches in La Liga, the Copa del Rey and European competitions.

bwin will also enjoy branding across the club’s Mestalla stadium and its state-of-the-art training complex, Ciudad Deportiva de Paterna, as the club celebrates its centenary year this season.

“bwin are leaders in their sector, and set the benchmark for their technological innovation, transparency and dynamism,” said Valencia CF president Anil Murthy. “Valencia CF share these virtues and I am convinced that strengthening this alliance will be tremendously beneficial for both parties. We hope to make history together."

The agreement with the Spanish club follows GVC's announcement in April that it will end all football shirt sponsorship deals with UK teams and perimeter board advertising at UK football grounds, in order to allow sports fans to watch their favourite teams without seeing any incentives to bet.