Hull City announced that they have agreed a substantial new two-year sponsorship deal with totesport which will see the betting company's name appear on the front of the first team home shirts. The away shirt will carry the name of totesport which represents the retail division of the business.
Tigers Chairman Paul Duffen said: "These are exciting times at Hull City as we look to build on our recent success both on and off the field and we are delighted to showcase the totesport brand to the countless millions of fans and followers of football worldwide who will see us play in the Barclays Premier League, FA Cup and Carling Cup competitions this season.
"This is one of the most important commercial partnerships in the history of the Club and we are looking forward to working closely with the totesport team in delivering this fantastic partnership opportunity."
Duffen also paid tribute to former sponsor Kingston Communications who have played a big part in the club's recent success story and subsequent promotion to the Barclays Premier League.
"I would like to place on record my thanks to Kingston Communications who will of course remain firmly associated with the club through their sponsorship of the stadium."
Totesport Chief Executive Trevor Beaumont said: "We're delighted to announce our sponsorship with Hull City and the fact that we're breaking new ground in becoming the first UK bookmaker with a major high street presence to have our name on the front of a Premier League shirt.
"We know the Tigers dare to dream, and this deal offers totesport a dream opportunity to link up with such a vibrant brand that not only strengthens our reputation here in the UK but globally as well.
"With many shops located in and around Hull we have the opportunity to develop our relationship within the community as well as providing a service in the stadium, and further through our telephone and internet betting channels for Tigers and football fans all over the world. We wish Phil Brown and his team the best of good fortune for the new season."