Boylesportswill commit a significant investment, annually, to become Sunderland's sponsor, with the four-year deal bringing in key financial support and providing a major boost as the club looks to move forward.
Boylesports offers a freephone telephone betting service, Fon-A-Bet, and an online betting, poker and casino service in the UK and Ireland.
This new partnership will see the Boylesports name on Sunderland's new home and away shirts, which are set to launch in the summer.
Established in 1989 by John Boyle, Boylesports is Ireland's largest independent bookmaker and is also the major sponsor of high profile sport events including the Boylesports.com International at Cheltenham, which is the second richest hurdle race in the world after the Champion Hurdle. The sponsorship deal will see Boylesports also become Sunderland's official betting gaming partner.
Boylesports will provide the betting facilities for supporters throughout the Stadium of Light on matchday, ensuring that Black Cats fans receive a first-class service for all of their gaming needs as well as via safc.com.The partnership is the second major sponsorship deal to be announced by the club in recent weeks, following the Umbro deal
Sunderland chairman Niall Quinn said "We are all absolutely thrilled to be joining forces with Boylesports bookmakers to drive the club forward in the next four years, which we think will be exciting times.
"It is fantastic that Boylesports have taken this leap of faith to support us and made a commitment to invest in our future as we continue our efforts to reignite the club.
"The backing from Boylesports will give us a great platform to achieve our goals and attempt to increase our brand footprint and awareness - it's a great fit.
" We are two sporting companies with a lot of synergy and we're grateful to Boylesports for the confidence that they have shown in what we are trying to do at Sunderland, and we look forward to working together as partners.
"Sunderland marketing & communications director, Lesley
"Boylesports have acquired the club's Shirt Sponsorship and Betting and Gaming rights for an initial four year period and we are delighted to be working together.
"We have a lot of shared goals and the contract we have agreed is very attractive for the Club and also rewards future performance
John Boyle, managing director of Boylesports said:
"This is a landmark day for Boylesports and we are delighted to be pledging ourselves as proud sponsors to Sunderland Association Football Club for the next four seasons.
"As sponsors, Boylesports is very much aware of the culture and tradition of this famous football club, dating back over 125 years
"Sunderland is a Premiership club playing in the Championship and we look forward to welcoming the likes of Manchester United, Chelsea and Arsenal in front of over 40,000 Black Cats fans at the magnificent Stadium of Light, hopefully in the not so distant future.
Blanaid Morris, head of marketing for Boylesports said:
"We are excited about this sponsorship which represents a perfect partnership between a club and company who both have huge ambitions.
"Boylesports firmly believe that great days lie in store for Sunderland and we are looking forward to being a part of this bright future as club sponsor.
As Sunderland's official betting and gaming partner, Black Cats fans will be able to avail of our betting facilities in the Stadium of Light on matchday and can also access our online sports betting, poker and casino via safc.com