UK-listed online gambling operator GVC Holdings’ marquee betting brand Bwin has inked a pricey sponsorship with German footballers Borussia Dortmund (BVB).

On Wednesday, GVC announced that it had signed on as the newest second-tier ‘Champion Partner’ of Borussia Dortmund. The deal, which spans the next four Bundesliga seasons, is reportedly worth “at least” €3m per season, according to Sponsors.de.

The deal calls for the Bwin logo to enjoy prominent branding opportunities within the team’s Signal Iduna Park stadium, both on LED perimeter banners and via on-pitch ‘CamCarpets’ at each of BVB’s 17 Bundesliga home matches, as well as on the team’s interview backdrops. Bwin will also develop campaigns and promo offers specifically tailored for BVB fans via both online and traditional channels.

Bwin’s regional manager Stephan Heilmann celebrated the betting brand’s Bundesliga return, noting the synergy in the matching colors of the two partners, while BVB’s marketing director Carsten Cramer praised Bwin for maintaining “close ties with German football longer than any other operator in its sector.”