Sunderland AFC sign new three-year deal with main sponsor Dafabet

From left to right, Christian Nolan and John Cruces, of Dafabet, Gary Hutchinson, of Sunderland AFC, Dimitris Karatzas, of Dafabet, and Nicole Karatzas and Angela Lowes, of Sunderland AFC.
From left to right, Christian Nolan and John Cruces, of Dafabet, Gary Hutchinson, of Sunderland AFC, Dimitris Karatzas, of Dafabet, and Nicole Karatzas and Angela Lowes, of Sunderland AFC.
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Leading eGaming operator Dafabet is set to continue as Sunderland AFC's main sponsor until at least 2019 after a new deal was agreed.

The link-up was first announced in the summer of 2015, and the new agreement will see Dafabet become one of the club's longest-serving principal partners in its history.

The company will undertake a number of fan engagement initiatives over the next three years, starting with the gift of a giant crowd-surfer flag.

The flag will be handed to supporters' group Ha'way the Flags, and will be used at the Stadium of Light on matchdays.

It will feature a current Black Cats player, with fans set to be asked to vote online for the player they would most like to see feature in the design.

Sunderland AFC's commercial director, Gary Hutchinson, said: "Dafabet have a great understanding of football and the football industry, and over the last year we have seen our partnership with them flourish on a global level.

“There is a real synergy between the clubs’ aims and objectives and what Dafabet want to achieve.

"They are a major player in the football and sport sectors and we are delighted to align ourselves with them in the longer term, giving us increased opportunities to grow and develop our relationship in the coming years”.

Dafabet's key markets are Asia and the UK, and with the company's support, the club launched a Chinese language website.

The power of the Premier League, which is recognised as the most-watched sporting league in the world, has also given Dafabet increased exposure on a global platform, with their name emblazoned on Sunderland's shirts.

John Cruces, head of sports marketing and sponsorship at Dafabet, said: “We are very happy to extend our partnership somewhat ‘early’ with Sunderland - the deal was actually agreed in principle some time back such is the level we value the partnership.

"We have the mindset that the best relationships are formed between those who build and work on achieving common goals, this has become evident between ourselves.

“We have had a busy summer in that we have announced a number of new deals across football and sport in general, extending our relationship with Sunderland was important to us for the brand presence the club has already helped us achieve, and will no doubt continue to do so.”