bet365 has been a long-term sponsor of Sky Sports’ coverage of Spanish football. Now the betting company has drastically stepped up its connections with La Liga – by signing agreements with half of the teams until at least 2020.

Athletic, Betis, Celta, Eibar, Espanyol, Getafe, Huesca, Rayo Vallecano, Valladolid and Villarreal each announced their deals through Wednesday.

The brand is not expected to be printed on all shirts – like at Stoke City – but the logo will appear on websites and coaches, at press conference, on social networks and facilities including stadiums.

Bookmakers have been keen to get a foot in the door in the Spanish game and Betway has partnerships with Levante, Leganes and Alaves while Biwin is with Atletico Madrid and Valencia, Barcelona has Betfair and Real Madrid has Codere.

bet2365 sold its betting shop chain in 2005 to focus on online and has been one of the leaders in its field in the world. In 2017 it generated revenue up to £2.15bn, with £514m in pre-tax profit, and employs nearly 4,000 people.