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Marketing Dafabet Sunderland FC

Dafabet partners with Sunderland fan group as it looks to build on new sponsorship deal


By Tony Connelly | Sports Marketing Reporter

July 7, 2016 | 3 min read

Betting firm Dafabet has extended its presence in the Premier League after renewing its shirt sponsorship with Sunderland in a deal which will see it work to strengthen its relationship with the club through a number of fan engagement activities.

Sunderland and Dafabet renew deal

Dafabet renew Sunderland sponsorship

The Philippine-based company signed a three year deal with the Black Cats which will run until the end of the 2018/19 season and make it one of the club’s longest serving main sponsors.

As part of its efforts to build on its relationship with the Premier League club’s supporters Dafabet will run a number of fan engagement initiatives, the first of which will be a giant crowd suffer flag donated to fans.

The online betting firm has partnered with Sunderland’s fan run group, Ha’way the Flags, which organises banners and crowd surfer flags to be used at the Stadium of Light.

The new flag will feature a current Sunderland first-team player, and fans will given the opportunity to vote online for the player they would like to see feature in the design.

Sunderland commercial director, Gary Hutchinson, said Dafabet’s marketing activities illustrated that it had a “great understanding of football and the football industry.”

He added: "There is a real synergy between the club's aims and objectives and what Dafabet want to achieve.

"They are a major player in the football and sport sectors and we are delighted to align ourselves with them in the longer term, giving us increased opportunities to grow and develop our relationship in the coming years."

Dafabet has made significant strides in growing its football sponsorship in recent years. In February it announced a four year kit sponsorship with Scottish champions Celtic, in what is the biggest kit deal in Scottish football history. The company followed this up in June with a two-year deal with English Premier League side Burnley to be their official shirt sponsor.

Marketing Dafabet Sunderland FC

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