Barclays Premier League club Sunderland AFC has agreed a partnership that sees Betfair become the team’s official UK betting partner.

Betfair will use the club’s media platforms to promote its offering to Sunderland fans, while its branding will appear on LED screens around the team’s Stadium of Light ground and on interview backdrops.

Sunderland commercial director Gary Hutchinson said he was “absolutely delighted” to welcome Betfair as a sponsor of the team.

“It is the fourth addition to the club’s partnership portfolio ahead of the 2015/16 season and we look forward to building a successful relationship with them, as we look to strengthen our stature both on and off the pitch,” Hutchinson said.

Betfair head of media, sponsorship and PR Stephen Mault said: “We are thrilled to have signed a deal with Sunderland to become the club’s official UK betting partner. Sunderland is a club with great heritage and we look forward to growing a successful relationship over the course of the upcoming season.”

Betfair has previously been active in the football sponsorship market with Manchester United, serving as the team’s official betting partner.

While Betfair will serve as Sunderland’s official UK betting partner, the team will feature Asian-facing operator Dafabet’s logo on their shirts during the 2015.16 Premier League season.

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