Dafabet scores Premier League sponsorship deal
Asian operator ramps up UK marketing presence with two-year sponsorship deal of Sunderland AFC
Asian online gambling operator Dafabet has struck a deal with Sunderland AFC to become the Premier League football club’s official sponsor for the next two seasons.
The Gambling Commission-licensed firm will sponsor the Black Cats’ home and away shirts from the 2015-16 football season, taking over from food distribution company Bidvest, which had sponsored the club for the past two seasons.
Dafabet managing director of online betting and gaming Dimitris Karatzas said the deal formed part of wider plans to ramp up the firm’s presence during the next football season.
“We are continuing to increase our presence in football for the 2015-16 season and partnering with Sunderland AFC is the latest step forward,” Karatzas said. “What continues to be important to us is working with clubs with tradition and solid fan bases and Sunderland ticks both boxes equally,” he added.
While building brand recognition in the UK, the deal will also increase Dafabet’s visibility in its core Asian market, with Premier League matches screened live throughout much of the continent.
The Sunderland sponsorship agreement follows a similar two-year deal with Premier League football club Aston Villa, which expired following the conclusion of the 2014-15 season last weekend.
Dafabet is also the official international betting partner of Everton FC, an agreement which was recently extended until the end of the 2017-18 season, and last month signed a shirt sponsorship deal with Championship football club Blackburn Rovers for the coming season.
Dafabet is also the current sponsor of snooker’s prestigious Masters tournament, another sport which is followed closely by fans both in the UK and in Asia.