Tombola has signed an initial two-year deal to become Sunderland's principal shirt sponsor, providing the club with a major boost for the new 2010-11 season and beyond.
Offering one of the most innovative and exciting soft gaming sites in the UK, tombola.co.uk is also the country's biggest and most popular online bingo website.
Speaking about the announcement today, SAFC chairman Niall Quinn said: "We are thrilled to be joining forces with Tombola at what is a really exciting time in our football club's journey. The company's headquarters are in Sunderland so they know exactly what the club and the city are all about and we are excited by the possibilities this partnership offers to us both."
Tombola offers innovative gaming software unique to their own site, all of which is developed in-house. Their forward thinking approach means that tombola.co.uk has more players than any other site, with over £3 million won in prize money every week.
Phil Cronin, chief executive of Tombola said: "Sponsoring Sunderland AFC is a fantastic opportunity for Tombola. With our own head office here in Sunderland we have been able to see the work that Niall and his team have done to transform the fortunes of the club. We're really looking forward to working with Sunderland and we're confident that this sponsorship will help us achieve our own ambitions."
Sunderland AFC marketing & commercial director Lesley Callaghan said: "Tombola will become our club sponsor for an initial two-year period and we are very much looking forward to forging a strong and positive partnership with them. This is a very attractive deal for the club from a commercial perspective and in turn we are sure that by working together we can help Tombola to realise their aims and ambitions for their company."
The partnership will see Tombola's name emblazoned on Sunderland's new home and away shirts for the 2010-11 season and also across key sites throughout the Stadium of light. The company hopes that the partnership with Sunderland Football Club and the global exposure that top flight football brings will raise awareness of their products to a whole new audience, increasing their already significant stake in a growing industry.
Lesley continued: "As a company leading the way in their field Tombola is already a hugely successful organisation and we are sure that the partnership with this club will not only cement their position at the very top, but will also help to introduce the company to a much wider audience through the fantastic global reach of top flight football."