Betfair signs Premier League partnership deal
Operator becomes Sunderland AFC's UK betting partner in a deal that extends its visibility among major football clubs
Betfair has signed a sponsorship agreement with Sunderland AFC, in a deal which extends the operator’s portfolio of Premier League betting partners.
The relationship will see Betfair become Sunderland’s UK betting partner and will use the club’s platforms to connect with fans and appear on the club’s LED screens and interview backdrops.
The deal adds to Betfair’s roster of Premier League partnerships which includes agreements with Liverpool and Aston Villa, as well as advertising packages with Sky Sports and BT Sports.
“We are thrilled to have signed a deal with Sunderland to become the club’s official UK Betting partner,” Stephen Mault, head of media, sponsorship and PR at Betfair, said. “Sunderland is a club with great heritage and we look forward to growing a successful relationship over the course of the upcoming season,” he added.
Sunderland’s commercial director Gary Hutchinson added that the deal was the fourth commercial partner the club had added ahead of next season, and that Sunderland was looking to build a “successful relationship” with Betfair.
Earlier this month Betfair sealed a joint agreement alongside bet365 to become official betting partners of Aston Villa in a deal which will also give the operators a presence on Villa Park’s LED screens and across interview backdrops with other club sponsors.
Betfair last month reported that its marketing and customer bonus spend had increased by £28m in FY15, with CEO Breon Corcoran pledging to continue to invest this year after securing slots on Sky Sports and BT Sport’s football coverage.