It comes a week after a similar deal was signed between bwin.party and Italian football giants Juventus, in a move that could boost the company's presence in the Italian market. The new deal with Anderlecht – Belgium’s most successful football club – aims to further increase the company’s reach in Belgium and Europe as a whole.

Besides the two aforementioned clubs, the company also has sponsorship deals with Manchester United in the UK, Bayern Munich in Germany and Real Madrid in Spain. This makes the Anderlecht deal the fifth bwin.party has signed with high level European football clubs.

The sponsorship package aims to put the company at the centre of Anderlecht’s promotional activities. Bwin.party is set to undertake a series of fan-based initiatives, integration into RSC Anderlecht’s digital and social platforms, the development of on and off-line co-branding, as well a number of other activities.

Bwin.party CEO Norbert Teufelberger said the latest sponsorship deal was one that would benefit bwin.party’s future business endeavours as well as the those of the 32-time Belgian football champions.

“RSC Anderlecht are a great addition to our elite club of European football partners which already includes the champions of England, Italy, Germany and Europe as well as Spain’s most decorated club,” he said. “We look forward to contributing to RSC Anderlecht’s success both on and off the field over the next few years.”

Mr Teufelberger’s sentiments were echoed by RSC Anderlecht President Roger Van den Stock, who said the deal helped to show football fans that Anderlecht was a top tier football club in its own right.

"The fact that bwin identifies with RSCA is a great honor for the club,” he said. “Bwin is often associated with prestigious top football clubs. We can line up with giants like Juventus, Manchester United, FC Bayern and Real Madrid. Bwin is more than a partner. The partnership is innovative.”

The sponsorship deal may help to give bwin.party a greater stake in a market that has blacklisted a number of online gaming companies over the last few months. As of early July, a total of 78 online gaming sites have been banned by the Belgium Gaming Commission, with sites like William Hill, 888, Betfair and bet365 all being on that list.

Bwin.party was itself banned from Belgium late last year, but has since been unbanned and has received a licence to operate in the European country. By directly aligning itself with the largest football club in a country that loves the sport, bwin.party could capitalise on that situation, which would boost its presence in Belgium.