By David Gold
June 26 – Former British Foreign Secretary David Miliband has hailed Sunderland’s new sponsorship deal with not-for-profit organisation Invest in Africa as the best in the club’s history.
The company seeks to promote Africa as “open for business” and it will be the first time such a project’s message has appeared on an English Premier League club’s shirt.
The agreement will see Invest in Africa displayed on the club’s kit for the next two years – and, aside from the fiscal benefits for the Wearsiders, it could serve as a major boost for the continent.
Miliband (pictured top), who served in Tony Blair’s Labour Government and then as Foreign Secretary under his successor Gordon Brown, was later defeated for the leadership of the party in 2010 by his brother, Ed.
He has since stepped away from front-line politics but the MP for South Shields, a constituency in Tyne and Wear, has found a new role at Sunderland as its vice-chairman.
Miliband said: “It’s the best deal in Sunderland’s history, but we are not putting a figure on it because there are more companies that are going to join, and as more join the benefits will grow.”
Invest in Africa hopes through the deal to put across the message that Africa is open to private sector investment.
Aidan Heavey, chief executive of Tullow Oil, the initial founding partner of Invest in Africa, said: “We have known for years that Africa is a thriving and great place to do business.
“But potential foreign investors are still missing out because of outdated perceptions of what it’s like to work in Africa.
“Invest in Africa wants to bridge this gap by challenging misconceptions, showing that Africa is open for business and helping more investors into Africa in partnership with local businesses.
“Ultimately this will make Africa a more stable and attractive place to work, which is in everyone’s interests.”
Heavey (pictured above, left, alongside Ellis Short, David Miliband and Sunderland midfielder Craig Gardner) added: “This is why we’re delighted to be partnering with Sunderland, who share Invest in Africa’s ambitions and desire to reach a global audience.”
The growth of the Premier League has, incidentally, seen an increasing number of high-profile African footballers play for its teams – such as Ivory Coast duo Didier Drogba, formerly of Chelsea, and Manchester City’s Yaya Touré as well as Ghana’s Michael Essien, also with Chelsea.
Although Sunderland only has one African player, Egyptian winger Ahmed Elmohamady (pictured above), among its current rank, the Black Cats hope the deal will help them become the club of choice for the increasing number of African fans following the English game.
Ellis Short, the Sunderland chairman, said: “We are very proud to have augmented our relationship with Invest in Africa through this wonderful agreement.
“It is a partnership which sets a new benchmark for the club commercially, but what stands out is while doing so it truly gives something back to both our own region and to a continent which has become a firm part of our club’s success story over recent seasons.”
Contact the writer of this story at zib.l1734890348labto1734890348ofdlr1734890348owedi1734890348sni@d1734890348log.d1734890348ivad1734890348