UK online betting operator BetVictor has inked a new sponsorship with English Premier League side Liverpool FC.

On Friday, BetVictor announced that it had signed on as Liverpool’s official global betting partner. In addition to the usual branding opportunities via digital channels, inside Anfield stadium and on the team’s press conference backdrop, the three-year deal will see BetVictor’s logo plastered across the team’s training kit.

BetVictor CEO Andreas Meinrad expressed the standard “delight” at the tie-up, calling Liverpool “an ideal fit to help with our ambitious growth plans.” The announcement came just one day after the expiration of BetVictor’s partnership with Liverpool rivals Chelsea FC.

A little further down the English football pecking order, UK- and Malta-licensed online gambling firm EnergyBet – a new betting site from the folks who brought you EnergyCasino – has inked a two-year sponsorship deal with League Two squad Leyton Orient. The deal will see EnergyBet’s logo adorn the O’s home, away and third jerseys, as well as the club’s training kit.