In a recent development, Spreadex, the UK-based financial trading and sports betting firm, has taken steps to offer Sunderland AFC fans the option to purchase adult home shirts without the front-of-shirt branding for the upcoming 2024-25 season. This decision marks a significant shift in their partnership dynamics with the club, aimed at addressing concerns around gambling-related sponsorships in football.
In June 2022, Sunderland AFC and Spreadex embarked on a three-year partnership deal, establishing Spreadex as the club’s primary partner. This agreement included prominent front-of-shirt branding, advertising rights, and various collaborative initiatives. However, in response to growing discussions and considerations over the past season, Spreadex has now introduced an option for fans to acquire replica kits without their logo displayed on the front.
The Initiative
Recognizing the potential impact of gambling-related sponsorships on certain individuals, Spreadex has demonstrated its commitment to responsible gambling practices. This move allows supporters who prefer non-branded shirts to purchase merchandise that aligns with their personal preferences and values. The decision reflects Spreadex’s proactive approach to supporting safe gambling behaviors within a regulated framework.
Spreadex’s Perspective
Andy MacKenzie, Spreadex’s Head of Marketing, expressed enthusiasm about this collaborative effort with Sunderland AFC. He highlighted the importance of providing choice to fans, emphasizing Spreadex’s ongoing commitment to the club and its supporters. MacKenzie reiterated that the initiative aims to enhance the fan experience while reinforcing the positive aspects of their partnership with Sunderland AFC.
Industry Context
The initiative by Spreadex follows a broader trend within football sponsorships where companies are increasingly mindful of their social impact. Earlier this year, Kindred Group made a similar gesture by donating front-of-shirt space on Middlesbrough FC’s kit to promote charitable causes during a Championship match. These actions underscore a growing awareness among sponsors about their role in promoting responsible practices and community engagement.
Fan Response and Availability
Starting from 8am on Friday, the new Sunderland AFC home shirts will be available both online and at the stadium store located at Black Cat House. This availability ensures that fans have immediate access to both branded and non-branded options, reflecting the club’s commitment to inclusivity and fan satisfaction.
Future Prospects
Looking ahead, Spreadex remains committed to expanding its partnership with Sunderland AFC through continued support initiatives. MacKenzie hinted at upcoming competitions and giveaways designed to further engage and reward the club’s loyal fan base throughout the season. This proactive approach not only strengthens their commercial ties but also fosters a positive relationship with the community.
Spreadex’s decision to offer non-branded shirts to Sunderland AFC fans represents a significant step towards promoting responsible sponsorship practices in football. By providing choice and prioritizing fan preferences, Spreadex sets a commendable example within the sports sponsorship landscape. As discussions around the influence of sponsorships continue, initiatives like this highlight the evolving role of corporate responsibility in football partnerships.
Spreadex’s initiative with Sunderland AFC exemplifies a forward-thinking approach to balancing commercial interests with social responsibility. This collaborative effort not only enhances fan engagement but also reinforces the positive impact of ethical sponsorship practices in professional football.