4/14/10 – The latest English Premier League football club shirt sponsorship deal is between the online bingo operator Tombola and Sunderland FC, which goes into effect from the start of next season, with the bingo site replacing Irish bookmaker Boylesports.
The online bingo site, which has its headquarters in Sunderland, has signed an initial two-year contract reputedly worth a seven-figure sum to the club each year and will secure prominent exposure within the club’s Stadium of Light venue.
Tombola was founded in 1999 and claims to pay out in excess of GBP 3 million in prize money each week. The company already sponsors the ITV soap opera Emmerdale. Play Online Bingo $5 Free.
Sunderland's marketing and commercial director Lesley Callaghan said the Premier League football sponsorship was a first for UK non-bookie bingo sites, although football sponsoirships have now become a regular feature of general online gambling marketing strategies.