BETDAQ has signed a deal to become the principal partner of Sunderland AFC.

The agreement will see BETDAQ branding appear on the front of Sunderland’s shirts and feature prominently around the club’s Stadium of Light home.

BETDAQ, founded in 2000, is part of the GVC Group, along with other gambling brands, including Ladbrokes and Gala Coral. The punter-friendly betting exchange matches more than £75m-worth of bets per week and offers customers a simple, flat-rate 2% commission across all sports and markets.

It will utilise the partnership to offer Sunderland fans special offers and exclusive behind-the-scenes access to the club.

Sunderland are the current favourites for next season’s League One title, after making several new signings and appointing Jack Ross, last season’s PFA Scotland manager of the year, as manager.

Tom Sloanes, Commercial Director, BETDAQ said: “Opportunities to partner with a football club the size of Sunderland are very rare, so we had no hesitation to act when it became a possibility.

“This partnership provides us with the perfect opportunity to further enhance our growing sponsorship portfolio and we look forward to playing our part in what we all hope will be a great season for Sunderland AFC.

“It also enables us to consolidate BETDAQ’s ongoing drive to spread the message about our 2% commission and the industry leading value available on our exchange.”

Sunderland AFC’s Managing Director, Tony Davison, said: “We are delighted to welcome BETDAQ to our Sunderland family. From day one, they have demonstrated a real enthusiasm and desire to work with the club. To partner with a company that understands our values and who we are is very important to us.

“Our partnership will be cemented with the reveal of the new home and away kits next week and we very much look forward to working closely with BETDAQ over the coming months.”