Stoke have signed a new three-year shirt sponsorship contract with bet365 which chief executive Tony Scholes believes can only help the club's future development.
The world's largest online gaming company is owned by the Coates family and Peter Coates is Potters chairman, but Scholes said they had chosen the best deal from a number of offers.
"This agreement with bet365 means that we have been able to maximise the international element of the club's exposure," said Scholes. "We received a number of offers from potential sponsors but bet365 were the highest bidders, arguably further underlining their commitment to the club."
Stoke have also reached a deal for Britannia, part of The Co-operative Bank, to become the club's official banking and community partner and also retain naming rights for the Britannia Stadium.
"This is a very exciting development for the football club which gives us every chance to continue progressing forward," added Scholes.
"We have the opportunity now to work closely with two very successful local companies on two different fronts."