Spreadex and Sunderland AFC: Dropping shirt sponsorship

Back in June 2022, Sunderland AFC and Spreadex entered into a three-year partnership agreement that included the company's sponsorship of the club's shirts, advertising campaigns and other collaborative initiatives. However, following discussions between the parties last season, it was decided to offer fans the option of purchasing home kits without the Spreadex logo on the front.

Spreadex management emphasized that this decision was aimed at taking into account the opinions and preferences of fans. Andi McKenzie, the company's head of marketing, expressed confidence in the long-term partnership with the club and looked forward to further collaboration and support from fans through the new initiative.

The company's press release emphasized that Spreadex adheres to high standards of responsible gaming and is committed to providing a safe environment for all its customers. The organization has also expressed its commitment to continue to support Sunderland AFC through sponsorship initiatives, despite changes to the visual identity on the shirts.

The Spreadex initiative has been received positively by fans, who welcome the option to purchase official Sunderland AFC kits without including sponsor branding on the front. The move also underscores the importance of listening to fans and the company's willingness to adapt in response to their requests.

Spreadex's decision to abandon its logo on Sunderland AFC shirts is an important example of flexibility and adaptation in sports sponsorship. It demonstrates that it is important for the company not only to promote its brand, but also to take into account the opinions and interests of the fan community.