August 15 – Newly promoted to the Premier League, Sunderland have agreed a second betting driven sponsorship with LiveScore Group whose LiveScore Bet logo will be on the first-team shirt sleeve, training wear and warm-up kit in an initial one-season deal.
In June Sunderland announced W88 as the club’s front-of-shirt sponsor in another one-year deal which the club said was its biggest ever partner deal.
This is the last season gambling firms can be the main shirt sponsor before the Premier League starts a self-imposed restriction on betting firms taking the main shirt position. Bookmaker sponsorship on sleeve patches will be allowed to continue.
LiveScore’s core product is its football scores app, which will become the official scores partner for the club. But its white-labelled betting offering, which is Asian-market facing, has rapidly grown in importance.
“As brands, LiveScore Bet and LiveScore are all about fuelling fans’ passion for sport. We can’t wait to unveil a series of initiatives which will bring this to life for Sunderland fans at home and around the world,” said Dominic Vye, marketing director at LiveScore and LiveScore Bet.
As part of the agreement LiveScore will also have access to range of Sunderland assets, including tickets, player appearances, LED visibility and social content. It will also run “exclusive fan experiences” to reward fans for their support.
The LiveScore Bet logo will debut when Sunderland plays West Ham at the Stadium of Light tomorrow (August 16). The deal also labels LiveScore as the official scores partner for the club.
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