Sunderland AFC have announced a new sponsorship deal with betting exchange brand BETDAQ.
The agreement will see the BETDAQ name emblazoned across the Black Cats’ home and away shirts which are set to be unveiled next week.
Tom Sloanes, commercial director at BETDAQ is a life-long Sunderland fan and helped set up the deal, with BETDAQ replacing Dafabet as the club's new principal partner.
And he says the positivity around the club, under the new ownership of Stewart Donald, was a key reason for the sponsorship.
Speaking about the new partnership, Sloanes said: “Opportunities to partner with a football club the size of Sunderland AFC rarely come along, so we had no hesitation to act when it became a possibility.
“As a fan, I can see that there is so much positivity around the club at the moment and it’s great to be part of that.
"This partnership provides us with the perfect opportunity to further enhance our growing sports portfolio and we look forward to playing our part in what we all hope will be a great season for Sunderland AFC”.
Sunderland’s managing director Tony Davison, said: “We are delighted to welcome BETDAQ to our Sunderland family.
"From day one, they have demonstrated a real enthusiasm and desire to work with the club. To partner with a company that understands our values and who we are is very important to us."
The size of the deal is unknown, but Donald did admit to fans on Twitter that it would be less than previous partnerships.
He wrote: "It is a very good League One deal. Not as much as previous years but League One doesn’t command huge sponsorship revenues even at Sunderland if ur comparing to PL.
"I am very happy with the deal though. We had nothing. Now we have a committed sponsor at a good price who loves club."