ators Bwin have announced they are to work with Premier League football club Manchester United to produce a new online social gaming product.

The move is one aspect of a three-year deal announced between the two parties today that will see Bwin become United’s official gaming and betting partner.

As well as the social gaming element, the agreement will also see the Bwin brand integrated into the Manchester United website and stadium, while the online gaming firm will also be given access to United players for marketing campaigns.

Bwin are taking over as United’s gaming partner from online betting exchange Betfair.

Norbert Teufelberger, co-CEO of Bwin parent firm Bwin.Party, said: “As well as supporting our real money gaming business, the agreement complements our recent move into social gaming. “Man Utd has 569 million followers outside of Europe, providing us with a great opportunity to offer jointly designed and innovative products in countries that do not yet allow real money online sports betting.

“We want to forge a relationship that will bring innovation back to the industry.”

Manchester United’s commercial director, Richard Arnold added: “Like Manchester United, Bwin is a leader in its market. It offers an enhanced betting experience with engaging content, utilising the latest technologies and bringing something new to the UK market.”