Sports betting brand Betway have partnered with Ghana Premier League soccer club Ashanti Gold as the betting giant continues to make significant inroads into the African soccer landscape.

With the growth in sports betting interest across the continent, the association between soccer clubs and betting companies makes sense.

The Betway Group, which was launched in 2006, is a leading provider of first-class entertainment across sports betting, casino, bingo and poker.

The company operates across a number of regulated online markets and holds licenses in the UK, Malta, Italy, Denmark, Spain, Belgium, Germany, Kenya, Uganda and now Ghana.

Betway is also the official principal sponsor of Premier League soccer club West Ham United, and with this foray into Ghana the brand begins its association with one of the best supported Ghanaian club teams.

Reports in GhanaFootball suggest that the sponsorship deal could be worth $600,000 to the club over the next two years.

Ashanti Gold is one of the biggest and most successful clubs in the Ghanaian Premier League history, and is considered one of the top three clubs in the country’s top-flight division.

Founded by mine workers in Obuasi in 1978, Ashanti Gold have some of the best facilities in the country, while they are the only club in the Ghana Premier League that owns their own multi-purpose stadium.

The club has training pitches and facilities for their academy, and greater investment in the academy is a key focus for the future.

Some of the best players in the country have been produced at Ashanti Gold, including current Black Stars internationals Mubarak Wakaso (Panathinaikos), Jonathan Mensah (FC Anzhi), Kadri Mohamed (Austria Wien) and goalkeeper Fatau Dauda.

Ashanti Gold have a proud history of doing well within the country and the African continent, having won three consecutive league titles between 1993 and 1996. They reached the 1997 CAF Champions League final before losing to Moroccan side Raja Casablanca.

In recent times they won a fourth league title in 2015, allowing them to take part in the 2016 CAF Champions League, where they were eliminated in the preliminary stages of the competition.

The Betway sponsorship deal will take effect from next season in the Ghana Premier League, while the deal may be able to provide a link from the Obuasi-based club to English Premier League side West Ham United.