A corporate betting agency’s logo is set to appear on an AFL jumper for the first time since 2013 with the Brisbane Lions on the verge of signing a deal with online bookmaker Neds.

The Lions have been on the hunt for a replacement co-major sponsor after tech start-up SOOW allegedly failed to make payments pursuant to a partnership announced late last year.

Lions' den: Fans pose for a picture with the Brisbane mascot. Credit:Gabriele Charotte

The Age understands that Neds - founded by Gold Coast-based former pornographer Dean Shannon and purchased late last year by UK-based bookmaking giant Ladbrokes - are in advanced negotiations with the Lions about a deal whereby they would become co-major sponsors of the Lions with along with Oaks hotels and resorts.

The Lions are in a hurry to replace SOOW, whose logo was plastered across their pre-season team photos.