Bwin has become the official betting partner of English soccer club Manchester United, reports SportsPro.
The online bookmaker will replace Betfair as the Red Devils gambling sponsor for the 2012/13 season.
United, who recently announced plans for an initial public offering (IPO) on the New York Stock Exchange (NYSE), will add Bwin to a list of summer sponsorship deals which includes Chevrolet and MBNA.
Financial terms were not released, but according to sources at the time it was signed, Betfair's three-year sponsorship of Manchester United was worth an annual US$2.5 million.
An official Bwin statement read: 'As the official online gaming and betting partner, Bwin.com has numerous online sponsoring rights, which fit perfectly with bwin.com products.
Manchester United is famous for its international fan community. The club has more than 25 million friends on Facebook and over 200 official fan communities in 24 countries.'