Aston Villa have announced that Unibet will be their new principal partner, reports, www.sportspromedia.com/.

The one-year deal will see the online gambling operator serve as the Championship team's front-of-shirt sponsor for the 2017/18 season.

The betting brand - part of the Kindred Group - will also have its logo imprinted on the front of Aston Villa's ladies team playing shirts.

The agreement sees Unibet replace accounting software solutions provider Intuit Quickbooks as the Birmingham-based club's official shirt sponsor.

"We are very pleased to partner with Unibet," said Luke Organ, Aston Villa's chief commercial officer. "They made it clear from the outset how important our fans will be to this partnership and their planned level of emphasis that they will put on our fans will be exciting to see come to life.

"The club's size is reflected by the magnitude of this relationship with Unibet and we look forward to testing our data and digital abilities to drive value and provide a rounded partnership for us all to enjoy."