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BETDAQ donates Sunderland AFC sponsorship to charity

UK-listed gambling operator Betdaq brand has donated its shirt sponsorship of Sunderland AFC to a ‘Children with cancer’ charity.

Ahead of the League One 2018-19 season, Sunderland signed a two-year shirt deal with Betdaq. However, parent company GVC Holding has recently revealed a ‘Changing for the Bettor’ gambling campaign, where GVC stated that the company will no longer support sports sponsorships and advertising on perimeter marketing boards. Chief Executive Kenneth Alexander also called the UK gambling leadership and governing stakeholders to implement an outright blanket ban on sports betting advertising.

The League One football club has confirmed that it will wear its new football shirt promoting ‘Children with Cancer’ for this Sunday’s Championship Playoff against Charlton Athletic at Wembley. It will be continued in 2019-20 season when Sunderland players will carry the Children with Cancer UK logo on the front of their home and away shirts. The branding will also feature on adult replica jerseys.

The betting group, which acts as the umbrella group for Ladbrokes and Coral, has confirmed that Sunderland will receive full compensation of its sponsorship contract.

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