Partner Article

Sunderland AFC signs Steadfast deal to bolster defence

Sunderland AFC has bolstered its defences against potential safety breaches, partnering up with security service provider Steadfast.

Becoming an official business partner of the club, the Peterlee firm will provide the club with security services at both the stadium and Academy of Light.

In turn, the agreement will see Steadfast benefit from LED perimeter and jumbo screen advertising at the Stadium of Light, along with matchday hospitality and programme advertising.

Gary Hutchinson, Sunderland AFC’s commercial director, said: “Steadfast are industry leaders in providing security services, offering us a 24/7 security service and CCTV monitoring across our sites.

“They are a great addition to our team and we are delighted to welcome them to the Sunderland family.

He continued: “It has been a very productive period for us in terms of growing and developing our range of partnerships and our agreement with Steadfast is another positive step.”

Steadfast meanwhile are thrilled to have a tie-up with a club that its board of directors have supported all their lives.

Michael Harbord, managing director of the Steadfast Group, said: “We are a growing company with over 150 employees and over the last 20 years have grown from local, to regional, and now national level. But at our heart we are still a family firm and a massive Sunderland supporting one at that.

“We have had a box at the Stadium of Light since it opened, having previously watched from the Fulwell End and have followed the team through thick and thin, so the chance for us to provide this service to the club is huge for us - a real privilege and honour. And then to take that relationship one step further and become an official partner of the club is something we are all proud of.”

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