In the ongoing role, the former Manchester United and Tottenham Hotspur striker will continue to be the face behind a series of dedicated promotions and activations for JBO, with the group noting that the partnership “rolls on seamlessly with a dedicated long-term scope for collaboration.”

The operator added that Berbatov’s engaging appeal and his ingenious feats on the pitch have matched up perfectly with the group’s brand values over recent years.

“We’re thrilled to have extended Dimitar Berbatov's contract with our team as JBO’s original and long-standing brand ambassador,” said a JBO Spokesperson. “Dimitar is a natural entertainer, both on and off the field, so we look forward to launching more exciting promotions and broader content framed around this unique character and his wise insights into the game.

“We both like to achieve our goals in the most creative way and playing style possible. Naturally, there’ll also be the chance for our customers to gain further exclusive analysis and game previews from one of the brightest minds in football.”

In other sports and esports agreements, JBO has worked with Italian club Bologna, as well as securing the title sponsorship of the Dota 2 eSports property for the JBO Asian Masters League event. The group is also the Official Regional Partner of Ligue 1 club Olympique de Marseille.

Berbatov commented: “I’m thrilled to be renewing terms with JBO across Asia and the Far East. As I’ve come to witness first-hand over the past couple of years, they’re a brand which perfectly aligns with my footballing history and sporting passions, underscored by a desire to fuse fun with fairness and flair across wider sport.

“It’s a combination that’s vital to winning any game and also entertaining your audience. JBO is also a young vibrant brand, providing a safe and secure platform for its users. I can’t back a better storyline than that.

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