Sunderland AFC scores new commercial deal

Premier League side Sunderland AFC has secured a new principal partnership with LiveScore Group.

The live scores app operator joins the Wearside club as its official sleeve partner.

The agreement will begin with the fixture against West Ham United at the Stadium of Light on Saturday.

The firm has also become Sunderland’s official scores and training wear partner, with branding set to feature on first-team training and warm-up kit.

Ashley Peden, Sunderland AFC chief commercial officer, said: “We are delighted to welcome LiveScore and LiveScore Bet into the Sunderland AFC family ahead of our return to the Premier League. 

“Finding the right partners for this next step has been a huge focus. 

“The strength of the LiveScore brand and the fact fans are central to everything LiveScore Group stands for made this relationship an incredibly exciting proposition. 

“We are excited about working closely with the brand to create even more engaging experiences for fans.” 

Dominic Vye, LiveScore and LiveScore Bet marketing director, added: “We are extremely excited to be partnering with Sunderland AFC at this monumental moment in their history. 

“Sunderland supporters are famed within the game for their passion and pride, and the special place which the club holds in its community. 

“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.”

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