Hull City commercial chief Simon King is delighted with their club record sponsorship deal with 12Bet.
The Daily Mail says the seven-figure deal represents a 60 per cent increase on their previous deal with Cash Converters, a reward for last season's impressive return to the Barclays Premier League and run to the FA Cup final.
"Everyone is under pressure, we're a Premier League football club and the commercial department has to achieve like they have done on the pitch," he said.
"In order to continue investing in the club, they need support off the field because money doesn't grow on trees.
"We've made no secret of the fact that we want to continue capitalising on our brand in the Asian region, that takes a number of years to achieve to full effect but this is the perfect start."
