Sunderland Partner with Korean America’s Cup Team

August 20, 2012

Sunderland AFC have continued their international brand expansion by partnering with Team Korea in the America’s Cup.

The co-marketing partnership, which is reportedly worth a ‘seven-figure’ deal, will see the side’s logo feature on the Team Korea yacht, whilst the Stadium of Light will have Team Korea branding on display.

The deal comes swiftly after Sunderland’s partnership with not-for-profit business initiative Invest in Africa, who have become the side’s principal partner and shirt sponsor for the 2012/13 and 2013/14 Premier League seasons.

Mike Farnan, Sunderland’s International and National Marketing Director, said: “The America’s Cup is a true sporting phenomenon and like the Barclays Premier League, it enjoys an enormous following from audiences and high profile, international brands across the world.

“This partnership with Team Korea is another huge step forward for the club as we continue to extend our awareness cross-continents.”

Dong Young Kim, CEO of Team Korea said: “This is a great opportunity for both partners to expand their reach to a wider audience offering a more attractive opportunity for prospective sponsors.

“Football has a very large following in Korea, and there is a very strong connection with Sunderland who often play in Korea and have our star Korean player Ji Dong Won on their team.”

Sunderland recently returned from South Korea after partaking in the Peace Cup for their pre-season training.

The America’s Cup is the oldest trophy for international competition in any sport. Only the Olympics and the World Cup have a bigger global economic impact.