Online betting exchange Betfair has inked a European betting partnership with English Premier League club Arsenal.

Arsenal went down to defeat against West Ham in their EPL season opener over the weekend but emerged a winner from its new deal with Betfair. The partnership covers continental Europe, excluding the UK, Ireland, Italy and Russia.

Betfair will enjoy branding at Arsenal’s Emirates Stadium for the club’s domestic games while also getting the rights to use team players in marketing pitches. In exchange, Arsenal gets an undetermined pile of cash and team fans will enjoy myriad exclusive betting offers and promotions.

The deal further bolsters Betfair’s EPL profile, having recently inked betting partnerships with Leicester City, Sunderland and Aston Villa.