The ex-Manchester United striker, who scored 94 goals in the English top flight, will help spearhead the Asian sports betting operator’s rebrand from RB88 with a series of promotions and activations.

The expansion plan for the esports and sportsbook operator includes growing its global footprint and focusing to engage, educate and entertain, which will be aided by the partnership with the seven-time Bulgarian footballer of the year, who is also his country’s record goalscorer.

JBO already has a sponsorship portfolio in sports, including working with Italian Serie A club Bologna Football Club and being the official betting partner of French Ligue 1 club Marseille. The operator is also the title sponsor of the Dota 2 esports event at the JBO Asian Masters League.

Berbatov originally signed an ambassadorial partnership with RB88 last November.

Berbatov said: “I’m happy to be continuing my services with JBO in Asia.

 “As a result, I look forward to bringing some top-class content and activity to Asian markets with my trademark style and professionalism, helping fans discover new and deeper ways in which to engage with and enjoy the sports they love.”

A JBO spokesperson added: “Dimitar was always a natural entertainer on the field, and both he and JBO look to achieve our goals in the most creative and enjoyable way possible. Of course, there’ll also be the chance for our customers to gain exclusive insight and analysis from one of the brightest minds in football.”