Sun Bets strikes Sutton United sponsorship for Arsenal FA Cup clash

Sun Bets has reached an agreement to sponsor FA Cup minnows Sutton United for the club’s fifth round tie against Arsenal in a move to promote its offering live on national TV.

As part of the one-off deal, the operator’s branding will be emblazoned on the non-league side’s shirt for their clash against the Gunners, which will be shown live on BBC1 on 20 February.

In addition, the operator is sponsoring the stands behind each goal of the club’s Borough Sports Ground for the rest of this season and next season.

The operator said it will be offering customers “fun and innovative bets” in the run up to the match, a host of Sun Boosts and a “fun” targeted sign-up offer.

Speaking to EGR Intel, Sun Bets’ head of PR and planning Tim Reynolds said: “The fixture allows us to really engage with our target audience and gives us a perfect platform to promote the Sun Bets brand through both TV and on-site activation.

“We also have the added aid of the paper. This is a perfect platform for us to talk to the masses, drive awareness of Sun Bets and also drive traffic to our site.”

Should Sutton pull-off a major upset in defeating the joint-record holder of the competition, Reynolds said the firm would be “very interested” in continuing its relationship with the club.

The Tabcorp-brand will replace United’s current shirt sponsor Green Go Waste, which has agreed to remove its logo for the game.

The club said the one-off opportunity will enable them to undertake “significant additional ground improvement works”.