Hull City have landed the most lucrative sponsorship deal in the club's 110-year history.
Bookmakers 12Bet have agreed a two-year deal with the Tigers, which represents a 60% increase in revenue from their previous partnership with Cash Converters.
Owner Assem Allam's plans to change the club's name to Hull Tigers to make them more marketable may not have come to fruition, but the shelving of the controversial plans doesn't seem to have harmed Steve Bruce's side too much.
The deal with 12Bet is reportedly a seven-figure sum and a clear indication of how the club's on field progress is being matched in the commercial department.
Following last season's FA Cup final defeat to Arsenal, Bruce's side will be taking part in European action this coming term, and the manager has so far spent around £16 million on the likes of Robert Snodgrass, Tom Ince and the permanent signing of Jake Livermore.
The deals come after the £14 million outlay on strike duo Shane Long and Nikica Jelavic in January, and 12Bet chief executive Rory Anderson told the Daily Mail that the huge furore surrounding the 'Hull Tigers' issue was something that put the spotlight on the KC Stadium outfit.
He said: "[The proposed renaming] demonstrated the club has ambition and wants to move forward which is always encouraging for a partner. I guess the debate did put the club more in the spotlight but it didn’t have any particular effect on our decision.
"The team’s success had a big impact. They are an entertaining team, they’ve made good signings and they’re an up-and-coming club. There are not many vehicles that give you the global viewing figures the Premier League can and it’s eyeballs we’re after."
Hull commercial director Simon King admitted the off-field work must continue to thrive if the club are to build on what they achieved last season.
"Everyone is under pressure, we’re a Premier League football club and the commercial department has to achieve like they have done on the pitch," he added.
"In order to continue investing in the club, they need support off the field because money doesn’t grow on trees.
"We’ve made no secret of the fact that we want to continue capitalising on our brand in the Asian region, that takes a number of years to achieve to full effect but this is the perfect start."
Meanwhile Hull will take on either Solvakia's AS Trencin or Vojvodina of Serbia in their Europa League qualifying tie.
See more: Why the future is bright for Hull City.