SUNDERLAND have announced online gaming company Dafabet as their new principal sponsor.

As part of the agreement, which was revealed this morning, the Dafabet name will be emblazoned on the Black Cats’ home and away shirts from the start of next season.

Since its foundation in 2004, Dafabet has grown into one of the world's biggest online betting brands, with its key markets in Asia and the UK.

Sunderland chief executive, Margaret Byrne, said: “We are delighted to be entering into a partnership with Dafabet.  Our regional identity sits proudly at the heart of Sunderland AFC but increasing our global footprint is also key as we look to continue to grow and strengthen the football club for the future.

“Our partnership with Dafabet will open up new markets for us and we welcome them warmly to our Sunderland family.”

John Cruces, head of sports marketing and sponsorship at Dafabet, said: “We’re very proud to be announced as the new main club sponsor of Sunderland AFC. From day one we were very impressed with what we saw behind the scenes at both the Stadium of Light and the impressive Academy of Light.

“Hearing the plans and enthusiasm to bring what is a great club forward was key. Having been very proactive in the last few months increasing our presence in football we have maintained that being on the front of a Premier League club shirt was vital for our global presence. So happily after the exciting end of season for the club, we can now all look forward to the new season.”

Sunderland commercial director, Gary Hutchinson, added: “Dafabet greatly impressed everyone at the club with their desire to work with us right from the start and there is a fantastic synergy between our collective aims and objectives.

“The new partnership will be cemented with the reveal of our new home and away kits in the coming weeks and we very much look forward to working closely with Dafabet over the coming months.”