Sunderland Sign Lucrative New Sponsor

Coca-Cola Championship leaders Sunderland have struck a four-year sponsorship deal with independent Irish bookmakers Boylesports reportedly worth over £10m.

The cash injection to the club sees Boylesports replace existing sponsor Reg Vardy from the end of the season.

The deal, which also sees the brand become the club’s official betting and gaming partner, follows on from a kit deal signed with Umbro last month.

Boylesports will provide Sunderland supporters with betting facilities throughout the stadium on matchdays.

The deal provides with the club with a welcome boost ahead of potential promotion to the FA Premier League and builds on Sunderland’s existing Irish links through chairman Niall Quinn and manager Roy Keane.