British gaming company Betfair has signed a new three-year partnership with English Premier League champions Manchester United.

The deal becomes the latest high-profile contract signed by Manchester United this summer, new shirt sponsor Aon having signed a world record US$120 million deal in June, and will see Betfair replace Betfred as United's official betting partner.

To help launch the three year deal (2009-2012), Betfair has challenged Manchester United’s strikers to a goal-scoring showdown, with the lead forward netting money for charity.

The 'Betfair Goal Challenge' will see Wayne Rooney, Michael Owen and Dimitar Berbatov go head-to-head over the course of the 2009/10 season to see who scores the most goals – with each of the winner’s Premier League strikes earning UK£1,000 for the Manchester United Foundation.

Betfair global brand and marketing director Oscar Nieboer said: “We want to bring something different to the game and its supporters - Betfair matches rival punters against each other, and loves winners - and no football club personifies this more than Manchester United.

“This season, more than any other, United’s front men need to be at their prolific best, so The 'Betfair Goal Challenge' should add extra incentive for the strikers to hit the back of the net.

“We intend to use this partnership to reward both Manchester United fans, and football supporters as a whole across the season with unique content and real access from inside the game.”

Manchester United Manager Sir Alex Ferguson added: “We’re really excited about the partnership with Betfair. The rivalries in the game help add the passion and the noise for which the English game is renowned the world over."

Betfair pioneered the first successful betting exchange in 2000 and now processes over six million transactions a day from its two million registered customers around the world.

The new partnership deal includes perimeter board signage, use of the Manchester United logo in marketing activity, player and manager access, tickets and hospitality and the chance for fans to play on the Old Trafford pitch.

Although financial details weren't released, industry experts believe the deal could be worth as much as US$2.5 million a year to the Premier League club.