Switzerland’s online casino visibility took a major leap forward this week as a locally licensed operator signed a shirt sponsorship deal with a pro football team.

On Wednesday, top-tier Swiss footballers FC Luzern announced a new shirt sponsorship deal for the 2020-21 season with Mycasino.ch, the online gambling site of land-based operator Grand Casino Luzern AG. The deal will see Mycasino.ch spelled out on the back of the club’s shirts under the players’ numbers.

Grand Casino Luzern has been sponsoring FC Luzern for years now but the new shirt deal marks the first online casino sponsorship for a major Swiss football club. Grand Casino Luzern CEO Wolfgang Bliem hailed the opportunity to promote the online gambling operation via “a wide-reaching presence.”

Mycasino.ch was among the first to launch in Switzerland’s regulated online casino market and the site was recently revealed as the market leader with revenue of CHF9m (US$9.9m) in 2019, topping the combined CHF7.6m raised by the Stadtcasino Baden group’s two sites (Jackpots.ch and Casino777.ch).