ENGLISH PREMIER LEAGUE club Sunderland has announced a deal that will see the Invest in Africa initiative become its shirt sponsor for at least the next two seasons.
While Invest in Africa is a not-for-profit organisation, the deal represents the most lucrative shirt sponsorship agreement in the club’s history.
Tullow Oil, Africa’s leading independent oil exploration company, will fund the sponsorship as Invest in Africa’s founding partner. Frontloaded values the deal at at least £2.5m per season.
Effective immediately, the new partnership sees Sunderland and Invest in Africa expand an existing relationship, after initially joining forces in January in a bid to promote Africa as a leading region for business opportunities.
Emblazoning the front of Sunderland’s shirts will enable Invest in Africa to further promote its message to the Premier League’s global audience of over four billion.
For Sunderland, the deal will see the club expand its presence and fan base in Africa, with Tullow Oil’s chief executive, Aidan Heavey, suggesting Sunderland has the potential to become the most popular Premier League team throughout the continent.
The Invest in Africa partnership completes a wholesale change in shirt sponsorship at Sunderland, following the club’s announcement that adidas will supply all kit from next season onwards.
Adidas replaces Umbro as kit manufacturer, whose five-year deal came to an end in May, while Invest in Africa replaces online gaming company Tombola after it signed a two-year deal in 2010.
By Luke Harman
Follow Luke on Twitter: @lukeharmanSBG