Sky Bet, the sportsbetting division of parent company Sky Betting and Gambling, has agreed a deal to become the official betting and gaming partner of Leeds United for the 2013/14 season.

In addition to delivering matchday betting operations, Sky Bet will also feature heavily across the second-tier club’s digital marketing and broadcast platforms.

The sportsbetting company will receive television and signage branding at the club’s Elland Road stadium, engagement opportunities with fans and advertising across all matchday media platforms including the club’s own LUTV pay-television channel.

“In addition to providing in-stadium matchday betting for fans, our trading team, many of whom are big Leeds United supporters, are really looking forward to working with the club to provide quality betting content for the Leeds United website using their knowledge and passion for the club,” said Richard Flint, Managing Director for Sky Bet.

“They’ll also be creating exclusive markets that fans will be unlikely to find with any other betting sites or bookmakers.”