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Spotlight on principal partner

We focus on a key summer signing for Sunderland.

Sunderland made a key new signing over the summer as global giants Bidvest became the club’s new principal partner from the 2013-14 season.

Fans attending the first home game of the season this weekend will see the players proudly sporting the Bidvest logo on their shirts and training wear, with the company’s branding also present around the Stadium of Light.

The new away shirt also features the Bidvest logo – both kits are available to buy now.

South Africa-based Bidvest employ over 105,000 people worldwide and their business interests include operating the largest global foodservice business outside North America.

Their brands include UK subsidiary 3663, who supply venues and other businesses up and down the country.

The continent of Africa continues to play a key role in the club’s strategy following the ground-breaking link-up with Invest in Africa, the Nelson Mandela Foundation and the country of Tanzania.

South African top-flight side Bidvest Wits are owned by the Bidvest Group and the two clubs will work together as part of the agreement, with Sunderland sharing coaching and business expertise.

Sunderland’s chief executive, Margaret Byrne, “Our partnership with Bidvest is a hugely significant one and takes the club to a whole new level in terms of our international commercial activity. We are hugely proud to be associated with an organisation of the stature of Bidvest and are looking forward to developing a positive and fruitful relationship for both parties.”

Bidvest’s Brian Joffe added: “Sunderland AFC is the perfect partner for us in the UK where we deliver food and drink to over 50,000 businesses each week. The support that Sunderland AFC offers to their local community, setting up the Foundation of Light and now supporting development of initiatives further afield, mirrors the Bidvest spirit of investing time and funds back into the markets we operate in.”