Leeds United today signed a major sponsorship deal with leading internet betting site Bet24.

The deal is being hailed as "one of the most lucrative and far-reaching sponsorship contracts in the club's history" by delighted Leeds officials.

Bet24 will feature on the front of United's shirts next season and it is hoped the deal will strengthen the Leeds brand worldwide.

The internet betting site is 90 per cent owned by Modern Times Group and the agreement reached between United chairman Ken Bates, Bet24 chief executive Holger Kristiansen and Jorgen Madsen, chief executive of MTG Denmark, should see Leeds' international profile soar.

Simon Webster, United's head of commercial, said: "This is an outstanding agreement for the club and a true first in football.

"The link up with Bet24 provides a lucrative and mutually beneficial partnership, but it is the additional support in key territories from the parent company MTG that sets this deal apart and underlines the growing support for the re-emergence of Leeds United.

"It is terrific that we continue to grow a family of partners who play an important role in helping the club back to the top."

MTG is an international media group with operations in more than 30 countries around the world and is the principal broadcasting business in Scandinavia and the Baltic States.

It is the largest free-to-air and pay-TV operator in the Nordic and Baltic regions and the largest commercial radio operator in northern Europe.

MTG's Viasat TV channels reach 60 million people in 19 countries every day and MTG radio stations reach three million daily listeners.

The company already has major connections with football and Viasat recently expanded their exclusive rights to show Champions League matches to the Baltic regions, Finland and Hungary to 2008-09.

The deal means there will now be unrivalled weekly promotion of Leeds United in existing Leeds heartlands such as Scandinavia, as well as the Baltic States, Hungary and Russia.

Sheffield United moved 14 points clear of Leeds in second place in the Championship by winning 1-0 at Derby last night.

Updated: 10:51 Thursday, February 02, 2006