Eindhoven, one the most famous Dutch football teams, has announced a new sponsorship deal with Wellbet to become the club's new Asian betting partner.

Wellbet were established in 2012 and have previously been the Asian betting partner of the Italian Serie A. With PSV looking to raise their profile in the Asian markets and Wellbet looking to do the same in Europe, the agreement seems well-aligned to their strategies.

Wellbet’s Director of Communications, Mark Lu, said: “We faithfully believe that the co-operation between PSV and Wellbet will be a perfect alliance. Wellbet and PSV share the same corporate colour identity, this synergy is perfect proof of our common understanding and passion for the game of football.”

Lu added: "Wellbet is a top-ranking brand in the field of sport and entertainment in Asia. We recognise PSV’s rich history of success in Holland and European club football and also acknowledge that PSV is often the breeding ground for many future stars of the game. Together, we look forward to this exciting partnership.”

The new partnership will span three seasons and is the first Asian-focused operator to sign such a deal with any club from the Benelux region.

PSV’s CEO, Toon Gerbrands, confirmed the partnership with Wellbet, stating: “It is generally known that PSV has been exploring sponsorship possibilities from the sports betting market for some time. In addition this shifts our sponsor strategy to markets outside Europe, and Asia is undoubtedly a very interesting market. That’s why we got in touch with Wellbet. We are delighted to welcome Welllbet as our official Asian betting partner and look forward to this pan-Asian co-operation.”