UK sportsbook operator 21Bet has added another high-profile club to its list of sporting partners, after signing a new sponsorship deal with Gloucester Rugby.

The sponsorship, which was announced ahead of the 2017-18 season, will see the West Terrace renamed as the 21Bet Terrace.

As an incentive for Gloucester supporters to sign up, there will be a bonus price of 7-1 for the ‘Cherry and Whites’ to finish in the top six of the Aviva Premiership.

Discussing the deal, 21Bet CEO Richard Hogg told TotallyGaming.com: “We are very selective in the partners that we choose and Gloucester are a great fit.

“To have the extent of exposure that we have in the newly renamed ‘21Bet Terrace’ is considered a real coup.”

Hogg added: “We are all about giving back to fans, and [the price boost] is the first of many promotions that we will offer on the lead up to the season beginning at the start of September.”

Totally Gaming said: The Gloucester Rugby deal is the latest in a string of high-profile sponsorships for 21Bet. This includes the recent shirt sponsorship for Watford FC, an ongoing partnership with Wolverhampton Wanderers and the company’s support for boxer Charlie Edwards.