Online betting operator Bet365 has signed on a major sponsor of Sky Sports’ coverage of the English Premier League.

Late last week, Sky Sports announced it had inked a three-year deal that will see Bet365 serve as exclusive sponsor of Sky’s Monday Night Fooball program. Bet365 will also have exclusivity over Sky’s coverage of Friday night games, the first year that EPL matches will be shown regularly on Friday nights.

In addition, Bet365 will sponsor all EPL matches broadcast over Sky’s dedicated retail sports channel, which is available in over 40k commercial outlets in the UK and Ireland, including hotels, clubs and other watering holes where football fans are likely to gather.

Bet365’s co-CEO John Coates called the Sky deal “a fitting collaboration” and a testament to the two companies’ “continued and expanding relationship.” Bet365’s new visibility will begin on August 15 with Chelsea’s home opener against West Ham.