UK-licensed online gambling operator Betway has signed on as sponsor of the UK’s largest eSports tournament.

On Wednesday, Betway announced that it has teamed with the Electronic Sports League (ESL) to promote the ESL UK Premiership, the finals of which get underway on October 24 at London’s MCM Comic Con. Betway, which recently launched its dedicated eSports betting portal, will begin offering odds on the Counter-Strike; Global Offensive tourney this Friday (9).

ESL UK community manager Peter Mather said betting was “already a huge part” of the CS:GO community and the partnership with Betway provides “a tried and trusted alternative for our fans and spectators.” Betway PR man Alan Alger said the deal “cements our commitment to the eSports community” and the site will be offering a wide variety of pre-game, in-play and handicap bets on the tournament.

The ESL is no stranger to the offline gaming world, as this Friday will also see the kickoff of the ESL’s $55,555 Counter-Strike Invitational at Crown Resorts’ casino in Melbourne. The winners of Friday’s qualifying heat will face off against pro teams Virtus.Pro and Cloud 9 in the finals on Saturday. Tickets for the main event have already sold out.