GVC Holdings betting exchange property BETDAQ has rescinded its shirt sponsorship of Sunderland AFC, sticking to the principles of the FTSE100 betting group’s ‘Changing for the Bettor’ social responsibility mandate.
Ending its relationship with Sunderland, GVC confirms that it has donated its shirt sponsorship to charity ‘Children With Cancer’, replacing BETDAQ as principle SAFC partner for the upcoming 2019-2020 football season.
The League One football club has confirmed that it will wear its new football shirt promoting Children with Cancer for this Sunday’s Championship Playoff against Charlton Athletic at Wembley.
In its mandate, GVC governance calls for ‘industry peers and UK football governing bodies to support this move and take action in this area’.
GVC’s sponsorship termination follows Chief Executive Kenneth Alexander calling for the UK gambling leadership and governing stakeholders to implement an outright blanket ban on sports betting advertising.
Following through on its ‘Changing for the Bettor’ mandate, GVC governance states that the company will no longer support sports sponsorships and advertising on perimeter marketing boards.
GVC governance has previously stated that the firm is ‘committed to unilaterally ending all football shirt sponsorship deals with UK teams and banning perimeter board advertising at football grounds, to allow sporting fans to watch their favourite teams without seeing any incentives to bet’.
The FTSE betting group has confirmed that Sunderland will receive full compensation of its sponsorship contract.