Betting exchange Betfair has signed on as sponsor of Spanish football powerhouse FC Barcelona.

Betfair, part of the Paddy Power Betfair colossus, announced Friday that it had become Barca’s new official global partner. The three-season deal, which took effect on July 1, gives Betfair certain image association rights in addition to branding on the LED system of the club’s Camp Nou stadium and via Barca’s digital channels.

Betfair marketing and brand director Paul Gambrill said the deal would “help us achieve our ambition of growing the Betfair brand internationally.” Barca’s marketing VP Manel Arroyo said Barca fans could look forward to “exclusive promotions and unique sporting experiences.”

Moving east, Malta-licensed betting operator Tipbet has signed on as the official premium partner of German second-tier Bundesliga side Fortuna Düsseldorf. The one-season deal allows Tipbet space on the club’s TV advertising boards and other marketing opportunities, and the site will be giving away “VIP tickets” to the club’s matches.