The operator feels the rebranding will improve its relationship with existing customers, as well as encourage potential advertisers to join the programme.

Bet365 has said the new programme will have a fresh design and improved features designed to enhance the relationship between bet365 and its partners.

In the next few months, the new partners programme will introduce several key developments such as a responsive website, a redesigned library, real-time stats and an improved news and link management system.

Bet365 says it has also placed a detailed compliance section to highlight the company’s commitment to responsible gambling. The section will be filled with up-to-date guidance for each market.

A spokesperson for bet365 said: “Due to the ever-changing nature of affiliate marketing, we were keen to establish a brand and platform that would demonstrate the company’s continued commitment to this global digital marketing channel.

"With over 63 million customers, it is important our partners feel part of a brand they can be proud of, that is representative of their involvement in supporting its growth.

“This led to the creation of bet365 Partners, which signifies how we see our long-standing and emerging relationships. With compliance and safer gambling at the heart of it, the new site brings better resources, clearer communication and enhanced support. This is a key focus for the business and our partners, and will help to place bet365 in an even stronger position.”