Unibet has signed a two-year deal to become the official betting partners of French football champions Paris Saint-Germain (PSG), replacing PMU who had been the clubs betting partners for more than six years.

Unibet, part of Kindred Group, will reportedly be paying $3.5 million over two years for the partnership, according to French sports newspaper L’Equipe.

“With Paris Saint-Germain, Unibet intends to increase its reputation throughout Europe and offer its players exclusive content, closer to the game,"  Mathieu Drida, General Manager of Kindred France.

The new partnership will see Unibet offering their customers exclusive digital content as well as “money can’t buy experiences”.

“We both share the same spirit of conquest, a passion for football and a strong desire to impose our brand in very competitive markets. By joining forces with Paris Saint-Germain, Unibet will gain great visibility both in the stadium and in the virtual community of Paris Saint-Germain,” said Marc Armstrong, Paris Saint-Germain’s sponsoring director.

French-gambling giants Pari Mutuel Urbain still sponsor the clubs new eSports organisation.

As part of the deal, PSG will provide Unibet with marketing exposure through LED advertising boards located inside the team’s 47,929 capacity home stadium in Paris, the Parc des Princes.