It’s not a naming rights deal, though. This unusual contract will see first ever gambling company sponsoring a stadium in the Premier League, but not changing its name from Selhurst Park to any variation including 12BET.

It’s been rumored about for a few weeks now, but the club refused to confirm it so far. Finally on Friday Crystal Palace released a statement informing about one-year partnership with 12BET.

The gambling company will be Selhurst Park’s sponsor for the next year, but has not acquired naming rights and the historical name thus remains.

"As the club returns to the Premier League, there is great excitement at what can be achieved on and off the pitch and on behalf of our owners I have great pleasure in welcoming our first ever stadium sponsor to our corporate family."

Rory Anderson, CEO of 12BET, said: “We are delighted to be the first company in our sector to pull off a stadium sponsorship deal in the Premier League.

Value of the contract hasn’t been disclosed.