GVC Holdings’ flagship sports betting brand Bwin has signed a new betting partnership with Italian football powerhouses Inter Milan.

On Tuesday, GVC proudly announced that Bwin had inked a three-year deal to become the official betting partner of FC Internazionale, more popularly known as Inter. This marks the first time the storied football club has inked a betting partnership with any operator, as the club’s former owner Massimo Moratti was vehemently opposed to tie-ups with gambling companies.

The deal will see Bwin provide in-play odds on the LED perimeter boards at Inter’s San Siro stadium, while the Bwin brand will also get plenty of exposure via the club’s digital properties and social media channels. Bwin will also provide Inter with a hefty chunk of cash, the precise amount of which went undisclosed in the official announcement.

Bwin Italia board member Moreno Marasco said it was “a privilege” to have popped Inter’s betting partnership cherry, as it fits with Bwin’s strategy of partnering with clubs that “compete at the pinnacle of international football.”