Sunderland retains Dafabet as main sponsor

Online betting company Dafabet has extended its partnership with English Premier League football club Sunderland.

Under the agreement, Dafabet will retain its position as the club’s principal partner until the end of the 2018-19 season. The company’s branding will continue to appear on the front of Sunderland’s playing jerseys as part of the deal.

Dafabet will also provide fan group Ha’way the Flags with a giant flag, which will be displayed during matches at the club’s Stadium of Light home ground. Fans will decide which player features on the flag through an online vote.

“Dafabet have a great understanding of football and the football industry and over the last year we have seen our partnership with them flourish on a global level,” Sunderland’s commercial director Gary Hutchinson said. “There is a real synergy between the club's aims and objectives and what Dafabet want to achieve.”

Dafabet first teamed up with Sunderland last summer ahead of the 2015-16 season. The club said the extended deal would see Dafabet become one of the longest-serving principal partners in its history.

With the support of Dafabet, whose key markets are Asia and the UK, the club last season launched a Chinese language website to help elevate its presence in Asian territories.

Dafabet also holds partnerships with fellow Premier League clubs Everton and Burnley, Scottish Premiership side Celtic and the Football Association of Wales.