West Bromwich Albion have struck another one-game shirt sponsorship deal after joining forces with SBOBET for Sunday's televised trip to Bristol City.
The online betting company's brand will be seen on the players' shirt by one of the Club's biggest TV audiences of the season, as the Coca-Cola Championship fixture is being screened live on BBC1 from 2pm.
Albion's newly-appointed Sales & Marketing Director Adrian Wright and Head of Partnerships David Colesby are delighted to have signed up SBOBET - the start of what they are confident will become a long-term partnership.
SBOBET are the latest company to capitalise on Albion's unique short-term shirt sponsorship deals, with the Baggies having come to similar agreements with Blue Square, Victor Chandler and Esprit.
The Club also donated the advertising space on the front of their shirts to support the Disasters Emergency Committee's Haiti Earthquake Appeal at Newcastle last month.
Wright said: "We're delighted to welcome SBOBET on board for Sunday's game.
"Our one-off shirt sponsorships are proving very popular and have provided a tangible return for the companies we have worked with so far.
"Analysis provided by Repucom illustrates that the return in media value has been more than ten times their initial investment."
Bill Mummery, SBOBET's Executive Director, added: "We like the Albion business model and this is an ideal opportunity for us to extend our television reach whilst testing the effectiveness of Albion's approach.
"We are a leading global sports betting brand, a positioning which we plan to repeat in the UK.
"Football and television are playing a significant role in us achieving this goal."
Albion have received considerable interest since announcing in late November they were ready to open talks with companies about single or multiple game shirt sponsorship deals.
The team kicked off their second season running in unsponsored shirts as the Club's search for a suitable, long-term, official sponsor continues.
However, after receiving clarification from the Football League, Albion can offer businesses and organisations the unique opportunity to sponsor their shirt on a match-by-match basis.
The Club have only been able to offer short-term shirt sponsorship deals this season as they are not permitted under Premier League rules.