Betdaq has donated its shirt sponsorship of Sunderland Football Club to the Children with Cancer UK charity, a GVC Holdings spokesperson has confirmed to Gambling Insider.

GVC-owned Betdaq was Sunderland’s front-of-shirt sponsor last season and will continue paying for its partnership with the club until the deal expires next year.

However, as part of GVC’s commitment to "unilaterally ending all football shirt sponsorship deals," Sunderland’s shirt will now display the Children with Cancer UK logo instead of Betdaq's.

The development is part of GVC’s Changing for the Bettor campaign, which the operator aims to extend to other teams; Betdaq, specifically, is also Charlton Athletic’s shirt sponsor.

GVC has confirmed Ladbrokes, one of its biggest brands, will continue to sponsor the Scottish Professional Football League in name.

But any advertising boards related to the sponsorship are being donated to a split of responsible gambling messaging and charitable partners.