Asian-facing online gambling operator Dafabet has inked a new sponsorship deal with UK-based pro eSports organization Fnatic.

The deal will make Dafabet the headline sponsor for all of Fnatic’s eSports teams. Fnatic will also provide content and promotion for Dafabet’s in-development eSports editorial portal, which is intended to create “a community for sports enthusiasts to discover and learn more about the world of eSports.”

Dafabet currently offers a limited number of eSports betting markets but the rest of the industry is clearly catching on that there’s money to be made. This week, Sky Betting & Gaming launched its own Betgenius-powered eSports betting offering, joining the likes of Unikrn, VitalBet, Betway and others in the eSports betting business.

John Cruces, Dafabet’s head of sports marketing, said the company was looking forward to seeing its logo on the shirts of Fnatic’s team members as they compete in upcoming live eSports tournaments. Fnatic’s teams have been among the dominant forces on the pro eSports circuit since the organization launched in 2011.