New betting service kicks off.
Sunderland fans can enjoy a revolutionary new betting experience at the Stadium of Light for the first time later this month.Reading's visit for the opening home game of the season on August 25 will also be a curtain-raiser for Bet Butler, the club's new official betting partners.
Bet Butler are a betting concierge and odds comparison service, scouring scores of bookmakers to bring fans the very best odds available from across the net.
In association with BD Betting, Bet Butler will take over the club's in-stadia betting operations as well as offering their comprehensive online service.
This is a unique partnership as it gives fans access to the very best odds available at any one time- Mike Farnan
The three-year deal is a landmark one for the club, with International and National Marketing Director Mike Farnan describing the partnership as a huge step forward which fits in well with the club's off-field ambitions.
"We are very proud to have been selected as one of only a few partners to join with Bet Butler for the next three years," he explained.
"This is a unique partnership as it gives fans access to the very best odds available at any one time.
"Meanwhile, Bet Butler have given the club excellent financial support in becoming one of our key sponsors."
Bet Butler's market-leading technology brings fans the best odds - a big advantage with stats indicating that the difference between the worst and best odds on a particular event can be up to 40%.
And, as they take a small commission on winnings only, Bet Butler is as keen as those waging bets to see them come in.
"With Bet Butler we are aiming to give you better service and the best odds available," Farnan added. "At the same time, your club is benefitting from the partnership too because we have best-in-class in the marketplace investing into this club over the next few years.
"If you want to be successful in the Premier League you have to work with partners who can offer fans better service and that the club benefits from those partnerships.
"We believe that as a club we need to be sitting alongside the best operators in their fields."
The new partnership will see some changes on a matchday, including how supporters collect their winnings.
Rather than being paid out in cash, fans can open an online account with Bet Butler and have their cash transferred automatically into their account.
Alternatively, Bet Butler's customer service team are on hand over the phone to arrange quick and easy payment via bank transfer or cheque.
Fans still wishing to claim in cash will be able to do so prior to the following home game at the Stadium of Light.
"By opening an online account fans can cash in at any time and there are a range of options," Farnan added.
"The partnership gives fans better returns with Bet Butler acting as the broker and searching across a huge number of betting operators.
"There's no queuing up and it's a mindset change really, as you will only need one account with Bet Butler.
"We can give you better returns, market-leading odds and potentially bigger wins along with better service and a best-in-class partner."