Wolverhampton Wanderers announced a major two-year club sponsorship deal with Sportingbet.com, one of the world's leading online gaming companies.
The deal, commencing in June 2009, is worth over seven figures and represents the biggest sponsorship agreement in Wolves' 132-year history.
Sportingbet.com has secured an extensive portfolio of Wolves' rights.
Its distinctive brand will appear on Wolves' new home and away shirts and on all technical training kit.
Sportingbet.com will have a major brand presence at Molineux Stadium, as well as becoming the club's official betting partner.
Sportingbet.com will also sponsor Wolves' official website - one of the most popular football club websites in the country.
Football dominates Sportingbet.com's business representing 65% of the group's total sports betting revenue and it accepts over 42 million football bets each year.
Wolves CEO Jez Moxey said: "We're proud to announce Sportingbet.com as our new main club sponsor. We are delighted to have secured a partner with a global presence and a leader in online gaming. The Sportingbet.com team are passionate about football which makes them the perfect fit for our club and for our loyal fans."
Andy McIver, Sportingbet.com Chief Executive, believes there is plenty of shared qualities between the company and Wolves.
He said: "Sportingbet.com is delighted to be associated with such a well known and successful club as Wolves.
"We share a common heritage of passion, skill and teamwork which I believe offers the basis of a great partnership. Football is the bedrock of our business and we look forward to working closely together."
The new sponsorship agreement was revealed this morning in front of a large gathering of media and local dignitaries in Molineux's International Suite.
Sportingbet.com will be taking over from Chaucer Consulting after their five years of successful sponsorship of Wolves.
Jez paid tribute to Chaucer, who will remain as sponsor until the end of the season and maintain a commercial relationship with the club. Chaucer are owned by Wolves' director Bob Laslett.
Jez added: "I'd like to place on record the club's sincere thanks to Bob, Global CEO of Chaucer Consulting, for Chaucer's fantastic club sponsorship of Wolves over the past five years.
"We're looking forward to continuing our excellent commercial partnership with Chaucer Consulting into next season and beyond."