By Mark Baber
June 2 – Having narrowly avoided relegation from the Premier League, Sunderland AFC have announced that AsianBGE’s Cagayan Economic Zone, Philippines-based Dafabet, is the club’s new principal partner and shirt sponsor for the 2015-16 season in a three year deal.
The rapidly growing Dafabet has become one to the leading global betting brands, with a growing presence in key markets in Asia and the UK.
Sunderland AFC chief executive, Margaret Byrne, said: “We are delighted to be entering into a partnership with Dafabet. Our regional identity sits proudly at the heart of Sunderland AFC but increasing our global footprint is also key as we look to continue to grow and strengthen the football club for the future.
“Our partnership with Dafabet will open up new markets for us and we welcome them warmly to our Sunderland family.”
John Cruces, head of sports marketing and sponsorship at Dafabet, said: “We’re very proud to be announced as the new main club sponsor of Sunderland AFC. From day one we were very impressed with what we saw behind the scenes at both the Stadium of Light and the impressive Academy of Light.
“Hearing the plans and enthusiasm to bring what is a great club forward was key. Having been very proactive in the last few months increasing our presence in football we have maintained that being on the front of a Premier League club shirt was vital for our global presence. So, happily after the exciting end of season for the club, we can now all look forward to the new season.”
Sunderland AFC’s commercial director, Gary Hutchinson, added: “Dafabet greatly impressed everyone at the club with their desire to work with us right from the start and there is a fantastic synergy between our collective aims and objectives.
“The new partnership will be cemented with the reveal of our new home and away kits in the coming weeks and we very much look forward to working closely with Dafabet over the coming months.”
Dimitris Karatzas, managing director of online betting and gaming at Dafabet, said: “We are continuing to increase our presence in football for the 2015-16 season and partnering with Sunderland AFC is the latest step forward.
“What continues to be important to us is working with clubs with tradition and solid fan bases and Sunderland ticks both boxes equally. We look forward to working together and achieving our mutual goals.”
Dafabet have boosted their brand awareness in football with other sponsorships in the past including Alan Shearer as Asian Sports Ambassador, with partnerships with Everton and West Bromwich Albion as well as being Aston Villa’s main club sponsor for 2013-14 and 2014-15. They will also be Blackburn Rovers’ main sponsor for next season. At Sunderland they take over from food distribution business Bidvest.
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