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27 April 2010
Bingo News: Tombola's Two Year Sunderland AFC Shirt Deal
Tombola have just signed a deal to be English Premier League Football Club, Sunderland AFC’s new shirt sponsor with effect from next season. Tombola will replace Boylesports the leading Irish Bookmakers.
Tombola who coincidently have their Head Office in Sunderland, signed a two year contract which is said to be worth a seven figure sum to the club each year and will ensure maximum exposure in the club’s Stadium of Light stadium.
Tombola’s Chief Executive, Phil Cronin said the partnership will further the companies ambitions and will build on Tombola’s claim that they have more bingo players than any other online bingo site. The company started up back in 1999 and currently employs 130 staff from the surrounding area and boasts pay outs of £3 Million each week.
Sunderland AFC’s Marketing and Commercial Director Lesley Callaghan said the agreements was “very attractive for the club from a commercial perspective”.
Tombola Bingo is the first non-bookmaker to become a sponsor of a Premier League side. Other clubs which have sponsorship deals with egaming brands include Wigan Athletic (188Bet), Tottenham Hotspur (Mansion), West Ham (SBObet) and Bolton Wanderers (188Bet). 188Bet also partners Liverpool FC, Chelsea and Aston Villa.
Sunderland AFC’s current sponsor for 2009/2010, Boylesports has decided not to renew the deal for a fourth season following the deal they originally struck up in 2007 which was worth £2.5 Million per season.
Last month Sunderland’s Chairman Niall Quinn said that after discussions with Boylesports Chief Executive Lee Richardson, they had decided not to continue as they were “feeling the pinch, like the rest of Ireland”. Quinn has also thanked John Boyle saying he “hung his hat at a time when we were still playing Championship Football”.