Dafabet extends partnership with Sunderland AFC

Dafabet has extended its deal with Premier League football club Sunderland AFC to remain as its principal partner until the end of the 2018-19 season.

Today’s deal will see the Philippines-based operator’s name emblazoned on the club’s home and away shirt for the next three seasons, becoming one of the north east club’s longest-serving partners in its history

The partnership between the two firms began last year, originally signing a two-year deal with the Premier League.

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

The egaming company will also donate a giant crowd-surfer flag to fans group Ha’way the Flags, to be used on match days at the Stadium of Light.

With the support of Dafabet, the club announced it has launched a Chinese language website, which will help to “elevate its presence in the Asian territories”.

The deal follows the operator’s two-year shirt sponsorship deal with Premier League newcomers Burnley and prolonging its association with snooker’s Masters tournament.

“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,” added Cruces.