Sunderland AFC announced that leading eGaming operator Dafabet is the club’s new principal partner.
As part of the agreement, the Dafabet name will be emblazoned on the Black Cats’ home and away shirts from the start of the 2015-16 season.
Since its foundation in 2004, Dafabet has rapidly grown its market share to become one of the leading global betting brands. The company offers sports betting on a number of sports from the Barclays Premier League, Champions League, FA Cup, Europa League, La Liga and Bundesliga.
With Dafabet’s key markets being Asia and the UK, the partnership affords Sunderland AFC the opportunity to continue to grow its presence in the Asian territories and the power of the Barclays Premier League, the most watched sporting league in the world, will give Dafabet increased exposure across a global platform.
Sunderland AFC chief executive, Margaret Byrne, said: “We are delighted to be entering into a partnership with Dafabet. Our regional identity sits proudly at the heart of Sunderland AFC but increasing our global footprint is also key as we look to continue to grow and strengthen the football club for the future.
“Our partnership with Dafabet will open up new markets for us and we welcome them warmly to our Sunderland family.”
John Cruces, head of sports marketing and sponsorship at Dafabet, said: “We’re very proud to be announced as the new main club sponsor of Sunderland AFC. From day one we were very impressed with what we saw behind the scenes at both the Stadium of Light and the impressive Academy of Light.
“Hearing the plans and enthusiasm to bring what is a great club forward was key. Having been very proactive in the last few months increasing our presence in football we have maintained that being on the front of a Premier League club shirt was vital for our global presence. So, happily after the exciting end of season for the club, we can now all look forward to the new season.”
Sunderland AFC’s commercial director, Gary Hutchinson, added: “Dafabet greatly impressed everyone at the club with their desire to work with us right from the start and there is a fantastic synergy between our collective aims and objectives.
“The new partnership will be cemented with the reveal of our new home and away kits in the coming weeks and we very much look forward to working closely with Dafabet over the coming months.”