UK operator Betfair has continued to expand its Premier League presence by signing a deal to become the official UK betting partner of Sunderland AFC.
The relationship will see Betfair use the club’s platform in an attempt to connect with fans around the UK, and the operator’s name will appear on LED screens at the Stadium of Light, as well as in interview backdrops.
The deal comes in the wake of Aston Villa’s announcement earlier this month that Betfair and Bet365 have acquired co-exclusive rights as the Birmingham club’s betting partners.
Stephen Mault, head of media, sponsorship and PR for Betfair, 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.”
Speaking about the new partnership, Sunderland’s commercial director Gary Sutherland said: “I am absolutely delighted to welcome Betfair to the Sunderland family.
“It is the fourth addition to the club’s partnership portfolio ahead of the 2015-16 season and we look forward to building a successful relationship with them, as we look to strengthen our stature both on and off the pitch.”
Sunderland’s links to the gambling industry will be strengthened further by the presence of Asian online gaming operator Dafabet as their shirt sponsor for the 2015/16 season.
The Black Cats are one of seven Premier League clubs that will line up with gambling operators as their playing kit sponsors this term.
Stoke City’s shirt will be adorned with the Bet365 logo, while Mansion is to sponsor Bournemouth and Crystal Palace.