Partnerships between leading online gambling entities and top sports clubs are now considered part and parcel of the industry, and this week another announcement was made about an exclusive deal signed. It was announced that Aston Villa, the professional English football club, has entered into partnerships with two popular groups - Betfair and Bet365.com. Both companies have a strong presence in the global gambling industry and offer multi-pronged gaming platforms that incorporate sports betting, online casino, mobile and more. According to the statement issued, both Bet365 and Betfair will acquire co-exclusive rights in Aston Villa's betting category.No numbers or other terms relating to the deal were disclosed. The chief commercial officer of Aston Villa, Charlie Wijeratna explained that, commercially, the football club has two aims. The first is to partner with good brands in the business that have the potential to activate extensively.The second is to increase the club's financial revenues so that the team is able to compete with the "best on the pitch". "These two deals represent a very significant commercial increase on last year's betting partnership and, taken together with the recent enhancement of an enhanced shirt sponsorship with a top US brand, demonstrate significant progress towards those goals," he said. While the deals will obviously be beneficial for Aston Villa, both Bet365 and Betfair have much to gain from the partnerships as well. Both of them will have the right to be associated with theAston Villa brand and their logos will appear on interview backdrops and in-stadium LED boards, among other commercial activity. Aston Villa is considered to be among the most successful football clubs in English sports history with a huge following of fans and supporters from inside the country and out. Statistics show that Aston Villa is one of only seven clubs in football history to have played in every Premiership season (together with Chelsea, Everton, Arsenal, Manchester United, Liverpool and Tottenham Hotspur).It is also one of only five English teams to have won the European Cup, which it did in 1982 against Bayern Munich. Aston Villa is no stranger to sponsorship deals with leading online casino companies. The group signed a kit sponsorship deal with the London listed 32Red.com, operators of the award winning 32Red Casino, for the 2006-2007 season, with a similar deal signed with Genting Casinos for the 2011-2012 season.