Flutter Entertainment brand Paddy Power has become Huddersfield Town’s title partner for the 2019/20 football season.
English Championship side Huddersfield will also have its shirt sponsored by the betting company.
It is a rare move for Paddy Power, and the operator posted a typically humorous parody video on social media to announce the partnership.
Huddersfield Town Commercial Director Sean Jarvis said: "The front-of-shirt sponsorship is very important to the club and it was vital we stayed patient to get the right commercial deal.
"This represents the largest shirt sponsorship deal for Huddersfield Town outside the Premier League."
Paddy Power’s Brand Marketing Director, Michelle Spillane, said: "We are excited to announce we are Huddersfield Town’s shirt sponsor this season, our first foray into shirt sponsorship.
"They’re a club which, first and foremost, value their fans and know what it means to be a football supporter. We’re confident this deal will bring some bite and bark to The Terriers’ upcoming season."