The one-year deal will see the Smarkets brand displayed on the front of the club’s home, away and third strips for the entire season.
The major investment follows a successful marketing campaign last season which saw Smarkets join QPR’s portfolio of sponsors as their back of shirtshorts and training kit partner.
QPR commercial director, Euan Inglis, told www.qpr.co.uk: “We are absolutely delighted that Smarkets have upgraded from their designation from last season to become our lead partner for the 201617 season.
“We have really enjoyed working with Smarkets and look forward to developing new initiatives on top of what has previously been implemented.
“Revealing our new kit at Smarkets’s new offices in St Katharine Docks later this month further demonstrates the club’s desire to engage with our official partners at every opportunity.”
Smarkets was founded in 2008 by CEO Jason Trost, providing its customers a secure, transparent and superior online investment platform for trading on sporting, political and current affairs events.
Trost said: “Smarkets is thrilled to extend and broaden our partnership with QPR after joining the team last season.
“We look forward to the new campaign with a club that shares our aspirations and places its supporters at the heart of the action.”
The new QPR shirts for the 201617 season will be revealed at the end of June, with further details to follow this week.