Sunderland has extended its year-long partnership deal with Dafabet, despite the company making them favourites for relegation last season.

The contract, which continues to the end of 2018-19, will make the company Sunderland’s longest serving principal partner in its history.

Read more
Happier times (June 2015)

Sunderland’s own sponsors make them favourites for relegation

“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,” said John Cruces, head of sports marketing and sponsorship at Dafabet.

“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.”

The deal includes shirt sponsorship for the next 3 seasons and Dafabet will also be engaging with fans. This has begun with the offer of  a “giant crowd-surfer flag” to a supporters group to be used at the Stadium of Light.

“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,” added Sunderland AFC’s commercial director, Gary Hutchinson.

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