Another week brings another round of online gambling operators forging highly visible ties with sports teams, leagues and pretty much anyone who can lace up a pair of trainers.

On Wednesday, UK exchange betting operator Betfair announced it had signed on as the new official gaming and betting digital partner of Italian football powerhouse Juventus. The deal follows the expiration of the six-month gaming partnership the club signed with Betsson’s StarCasino brand in January.

Betfair’s deal takes effect with the start of the upcoming 2017-18 Serie A season and will continue for an unspecified number of years. The company gets to use the Juventus name and image rights in promotional material, while Betfair’s logo will be splashed across the team’s Allianz Stadium and its various digital channels.

Back in Betfair’s home market, the Kindred Group’s flagship Unibet brand recently announced it had inked a deal to become the new Principal Partner of Birmingham-based Championship side Aston Villa FC. The one-year deal will see Unibet’s logo emblazoned on the front of the kit of both the men’s side and the ladies team.