Betting operators lock up football sponsorships as new season looms

Asian-facing online gambling operator Dafabet has renewed its shirt sponsorship with English Premier League side Sunderland AFC.

Dafabet hooked up with Sunderland in June 2015 and the relationship went smoothly enough that the parties have agreed to re-up for an additional three years, extending their ties through the end of the 2018-19 EPL season.

Dafabet has promised some new tricks for the upcoming season, including giving fans group Ha’way the Flags a new giant crowd-surfer flag for use at the Stadium of Light when the team is playing.

Dafabet’s sponsorship point man John Cruces said the new deal “was actually agreed in principle some time back,” reflecting the value the bookies placed on their Sunderland partnership.