BETDAQ, the global betting exchange, has become the official betting and gaming partner of London Irish Rugby Club for the 2011/12 season.
The deal will see BETDAQ's logo appear on the back of London Irish shirts for all Aviva Premiership games and Heineken Cup matches.
During London Irish home fixtures at the Madejski Stadium, BETDAQ will be promoted on the touchline advertising boards, throughout concourse areas and on television ads on the big screen.
The betting firm will also provide unique content for the London Irish website, including special offers, odds and competitions.
BETDAQ Marketing Director Shane McLaughlin said: “Our sponsorship of London Irish will help us reach new audiences in a growing market. The rugby club has a very large supporter base worldwide and there are a number of similarities between the brands, not least the Irish connection.
"The imminent timing of the Rugby World Cup makes this agreement particularly exciting.”