WORLDLINK GROUP, the real-time mobile applications company, is set to become the 'Official Sports Betting and Gaming Partner' of English Premier League club Sunderland AFC – signalling the end of the club’s online betting partnership with Paddy Power.
The two parties have signed a heads of terms agreement, which should usher in a three-year deal starting August 1, 2012. Earlier this week, Worldlink revealed that the group had finalised deals with a trio of English Premier League clubs, including Sunderland.
Under the deal, Worldlink will provide dedicated desktop and mobile applications together with its licensed betting brokerage partner, Bet Butler.This will enable Sunderland fans to access the best available odds across more than 60 bookmakers.
The partnership was negotiated between Sunderland AFC's international marketing director Mike Farnan and Worldlink Group managing director Neil Riches.
Worldlink Group recently signed a similar deal with Ryman League, which will see it become the UK regional soccer organistaion’s Official Sports Betting and Gaming Partner.
The Ryman League, also known as the Isthmian League, features 66 semi-professional and amateur clubs from London and southeast England arranged into three divisions. The partnership model will see each club earn a percentage of all losing bets staked on sporting events and poker and casino games. The service will provide income for the clubs all year round, particularly outside the normal football season, the Ryman League said.
By Matthew Glendinning
Follow Matthew on Twitter:@mattglen