Betfair inks deal with Sunderland AFC
Online gambling giant Betfair has joined hands with English Premier League club Sunderland AFC to become the official betting partner of the team.
Sunderland has a strong fan base in UK and is considered a formidable outfit especially while playing at home.
With this news deal, brand Betfair will be showcased via advertisements and other channels inside the Stadium of Light as well as football broadcasts in Europe.
The agreement between the two parties was signed last week. Sunderland fans and club’s stakeholders will now be able to avail special promotions on the betting site.
Though Sunderland players on their shirt won’t sport Betfair logo, in-stadium branding as well as post and pre-match backdrops for player and manager interviews will feature the brand prominently.
Speaking on the deal, Betfair’s head of media, Stephen Mault said:
“We are thrilled to have signed a deal with Sunderland to become the club’s official UK betting partner. Sunderland is a club with great heritage and we look forward to growing a successful relationship over the course of the upcoming season.”
Betfair is not the only iGaming brand the Black Cats have signed a deal with. The club has also entered into an agreement with Dafabet from Asia.
Dafabet will now sponsor Sunderland’s shirts as well as kits for the new EPL season. Betfair will however remain their premier betting partner.
This is not the first time Betfair has collaborated with an English football club. Their previous partnerships include several other clubs including Manchester United.