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Sunderland AFC says free video and audio service for fans is part of forward-thinking strategy as subscription TV is replaced

Sunderland AFC has reported a positive response to the launch of the free video and audio content service for fans which replaced subscription-based SAFC TV.

The platform, powered by StreamAMG, allows supporters at home and abroad to listen to audio commentary of every game, while extended match highlights, interviews, features and Academy coverage is also on offer.

According to the club, fans need only their email addresses and “limited personal details” to sign up to the service, which is called SAFSee.

Gary Hutchinson, Sunderland AFC’s commercial director, said: “We were keen to make video and audio free to air to all fans, regardless of where they are in the world, and consider this a key part of our overarching strategy going forward.”

The service was launched just ahead of the 2013/14 season and Sunderland said thousands of people have signed up from around the world so far. Stream UK, part of StreamAMG, worked alongside Sunderland’s digital agency Aqueduct to develop SAFSee.

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