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SBD Global/October 7, 2013/Marketing and Sponsorship

Premier League's Sunderland, South African Airways Announce Partnership

EPL Sunderland has announced a new partnership with South African Airways. The partnership sees the carrier, the largest airline of South Africa, become the club's official Southern African Airline Partner. The carrier will provide all travel for Sunderland throughout Africa. The club will be showcased throughout the airline's flight network (Sunderland). SOCCEREX reported Sunderland’s first team squad kicked off the partnership on Saturday, when it wore South African Airways branded T-shirts for its pre-match warm up ahead of the game against ManU. Sunderland last month "announced a partnership that made Tanzania its official destination partner." Sunderland "linked up" with Invest in Africa in Jan. '12, "affording a springboard to the not-for-profit initiative to promote Africa as a leading investment destination and actively challenge misconceptions about investing in the continent." Further developing its links with the continent, the club "recently announced the BFS Group as its new principal partner" from the start of the '13-14 season (SOCCEREX, 10/4).
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