West Bromwich Albion has secured a new "record" shirt sponsorship deal with casino operator UK-K8.com in a bid to penetrate the Asian market.
West Brom said the undisclosed deal with the online casino operator was for an initial two-year period in what it described as a "a record commercial deal for the club".
The partnership enables K8 Group to launch their European brand UK-K8.com in the UK with the aiming of using the club's Premier League status to reach new customers here while the club plans to target new fans in Asia through the tie up.
UK-K8.com said it was planning to work with Baggies to develop new video content to engage with commercial sponsors and supporters.
The club's previous sponsor was TLCBet, also an Asian betting company, which had the shirt deal for one season.
The Premier League's standing in Chinese football and its media has grown as a result of the new broadcasting deal signed with CCTV, said to be the most viewed free-to-air TV station in that region.
Vincent Huang, chief operating officer of K8 Group, said: "K8 Group has had a long-standing interest in working with a Premier League club and finally we are here with one of the most respected clubs in the Premier League.
"This partnership is delivered as a true partnership for both parties.
"We are working on a joint marketing plan that will focus on raising awareness of UK-K8.com in the UK while also ensuring the development of the West Bromwich Albion brand in Asia."
Adrian Wright, sales and marketing director for West Brom, added: "Once again we have selected to work alongside a challenger brand that will align with the club's on-going aspirations for global brand recognition.
"It was clear from our talks that the joint promotional approach in Asia will add immense amount of value to the club and enable us to continue to grow our supporter bases in emerging parts of the world."