In this paper we give a new generalization of the binomial coefficient: the r-bi \(^{q}\) nomial coefficient \(\left( {\begin{array}{c}L\\ k\end{array}}\right) _{q,r}\) defined as the coefficient of \(x^{k}\) in the expansion of \(\begin{aligned} \left( 1+x+\cdots +x^{q}\right) ^{L}\left( 1+2x+\cdots +qx^{q-1}\right) ^{r}. \end{aligned}\) We establish a connection between these coefficients and the partial r-Bell polynomials and we provide many combinatorial properties of these newcoefficients.