Scandinavian online gaming website ComeOn! has struck a partnership with English Premier League football club Liverpool.
The deal will run for two years, from the 2014-15 season until 2015-16.
Under the deal, ComeOn! will become the club’s regional betting partner in Scandinavia.
ComeOn! will use the club’s official platforms to offer fans in Norway, Sweden and Finland various promotions and gaming prices on each Liverpool match.
To promote the partnership, ComeOn! has already activated a television advertising campaign that features a number of Liverpool players.
Billy Hogan, chief commercial officer of Liverpool, said: “We have a large fan base in Scandinavia and being able to regionalise our partnerships really helps partners bring fans closer to the club they love no matter how far away from (the club’s stadium) Anfield they live.”