Aston Villa have announced a new shirt sponsorship deal with internet gaming company 32Red.
The firm's logo will replace that of DWS Investments for two seasons starting after the current campaign.
In a statement to the Stock Exchange, Villa sales director Stuart Ryan revealed the deal 'could be worth a healthy seven-figure sum per season'.
'During the course of this season, we've had discussions with a number of companies who were interested in putting their name on the front of the shirt.
'But ultimately, this is the best deal for the club, in so many ways. 32Red is a modern, pro-active company at the forefront of its sector and we're looking forward to working with them as commercial partners rather than merely sponsors.
'In addition, the deal represents an exciting and potentially lucrative opportunity for the club to maximise the commercial advantages of an arrangement which secures initial seasonal payments and a potential share in revenue drawn from 32Red's online casino and poker services.
'It all means the overall package could be worth a healthy seven-figure sum per season to the club.'