ne operator Betway has continued its UK marketing campaign by signing a £15m sponsorship deal with radio station TalkSport.

Betway’s odds and topical specials will be relayed to listeners on The Weekend Sports Breakfast Show – presented by Georgie Bingham and Mickey Quinn – by Betway sporting events and media relations manager Alan Alger.

Alger said: “For a huge number of football supporters across the UK, TalkSport is the first place they tune into every day for all the latest football news.

“We are delighted to have teamed up with the station which will give us exposure to this huge pool of sports fans.”

The Weekend Sports Breakfast Show runs from 7am to 11am every Saturday and Sunday.

The announcement of the deal follows Betway’s shirt sponsorship of Barclays Premier League football club West Ham United, which was confirmed last week.

Betway will pay West Ham £20m over the next three-and-a-half years, topping the £3m per year deal the club had in place with previous sponsor Alpari, a Swiss currency broker which closed its UK arm last month.

TalkSport was the only UK broadcaster to broadcast every match of the 2014 FIFA World Cup in Brazil live and is the official broadcaster of the FA Cup, Capital One Cup and England internationals.