When did you last see the same names in your favourite TV soap and in a premier league football game? Well in the not to distant future Tombola will not only be the sponser of ITV's favourite Emmerdale but also on the shirts of Sunderland AFC.
Tombola the online bingo giant have announced that they are to become the teams official sponser next season. The company which has its head office in Sunderland have agreed a two year deal with the Black Cats team.
Not only will the home and away football kits have the Tombola name on but the famous Stadium of Light will also display the brand at key positions.
Bosses at the UK's biggest bingo site hope teaming up with Premier League football will reach a whole new audience, which is clearly a unique idea. The majority of marketing within the bingo industry is aimed at a female audience, with the wisdom that the majority of bingo players are female. Tombola are clearly looking outside the box and such a strategy will be carefully monitored by other bingo operators.
Sunderland Chairman, Niall Quinn commented on the new relationship: "We are thrilled to be joining forces with tombola at what is a really exciting time in our football club's journey."
"The company's headquarters are in Sunderland so they know exactly what the club and the city are all about and we are excited by the possibilities this partnership offers to us both."
Tombola which has been on the bingo scene since 1999 was founded by Phil Cronin. He had previously worked within the family business, Edward Thompson, which supplies amongst other things bingo tickets to clubs throughout the UK.
Tombola employs around 130 people and is one of the best known brands within the online bingo industry having engaged in numerous marketing initiatives including radio, TV and magazine advertising. It is reported to pay out around £3 million in prize money each week, and has a unique strategy to its success. Unlike many of its rivals that promote wreckless gambling without limits, Tombola limits it players in terms of deposits and the number of games they can take part in any one period, to reduce the risk of problem gambling and to help build up long-term relationships with its members.
The founder commnented on the new deal: "Sponsoring Sunderland AFC is a fantastic opportunity for tombola.
"With our own head office here in Sunderland we have been able to see the work that Niall and his team have done to transform the fortunes of the club.
"We're really looking forward to working with Sunderland and we're confident that this sponsorship will help us achieve our own ambitions."
Sunderland Marketing Director, Lesley Callaghan added: "Tombola will become our club sponsor for an initial two-year period and we are very much looking forward to forging a strong and positive partnership with them.
"This is a very attractive deal for the club from a commercial perspective and in turn we are sure that by working together we can help tombola to realise their aims and ambitions for their company.
"As a company leading the way in their field, tombola is already a hugely successful organisation and we are sure that the partnership with this club will not only cement their position at the very top, but will also help to introduce the company to a much wider audience through the fantastic global reach of top flight football."
Since its formation in 1879, Sunderland AFC has won six First Division titles—in 1892, 1893, 1895, 1902, 1913, and 1936 and the FA Cup twice, in 1937 and 1973 and currently competes in the Premier League.
The club was founded by schoolteacher James Allan and was elected into The Football League in 1890 where the team performed well in the league, earning plaudits such as a "wonderfully fine team".
Sunderland play their home games at the 49,000 capacity all-seater Stadium of Light having moved from Roker Park in 1997. The original ground capacity was 42,000 which was increased to 49,000 following redevelopment in 2000. Sunderland have a long-standing rivalry with their neighbouring club Newcastle United, with whom they have contested the Tyne–Wear derby since 1898.
Sunderland are currently 13th in the league and safe from risk of relegation with an 11 point safety net.
