UK bookmakers Ladbrokes have outmaneuvered rival William Hill by striking a new sponsorship deal with the English Football Association (FA).

On Friday, Ladbrokes announced that it had signed on as the FA’s new official betting partner. Terms of the deal weren’t disclosed, except to say that the parties have entered into a “long-term agreement” that will commence August 1.

The deal offers Ladbrokes premium brand exposure alongside England senior men’s matches, and across all rounds of The Emirates FA Cup. Lads also gets in-stadia betting rights at Wembley Stadium, giving Lads a monopoly over betting at showpiece events held at the venue (with the notable exception of anyone who owns a smartphone).

Incumbent William Hill’s deal with the FA expires in July, and Lads appears to have scored the deal at the expense of rival Betfred, which was rumored to be among the companies looking to succeed Hills.