Paddy Power are sponsoring National Hunt Champion Jockey, Ruby Walsh, for the next 12 months.
The deal will see the horse racing legend promote Paddy Power across the UK and Ireland through a combination of weekly interviews, festival previews, public appearances and social media initiatives.
Paddy Power said: "Ruby is undoubtedly the heavyweight champion of National Hunt racing and Cheltenham in particular.
"Not happy with riding a record-breaking 32 Festival winners, he was also top Festival jockey in 2004, 2006, 2008, 2009, 2010 and 2011.
"He is the bookies grim reaper, so we reckon if you can’t beat him, join him!"
Walsh said: "Paddy Power are easily best in class so when Paddy came calling it was a very easy decision for me. That said, I still plan to inflict maximum damage to them next week!"