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SBD Global/May 29, 2013/Marketing and Sponsorship

Sunderland Agrees To Partnership With South Africa's Bidvest Group Limited

EPL side Sunderland has announced a new partnership deal with the U.K. operation of South Africa-based Bidvest Group Ltd., according to the BBC. The deal with BFS Group Ltd. includes "shirt sponsorship, perimeter advertising and involvement from the players in community events" in the U.K. Sunderland CEO Margaret Byrne said, "This takes our club to a whole new level in terms of its international commercial activity." Sunderland said that the partnership "also aims to build on its growing affiliation with the African continent, which was kick-started by its link up with the Invest in Africa initiative and recent collaboration with the Nelson Mandela Foundation" (BBC, 5/28).
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