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Black Cats Activate New Partnership

Sunderland AFC has formed a partnership with national leisure operators, Everyone Active, in an agreement which sees the organisation become an official business partner of the club.

Everyone Active has become the official wellbeing partner of Sunderland AFC, enjoying a range of rights including LED perimeter and jumbo screen advertising at the Stadium of Light, along with player endorsements and matchday programme advertising at all home games as part of the agreement.

SAFC’s new Fan Zone, which has been a popular new addition to the Stadium of Light on matchdays, will also be rebranded to the ‘Everyone Active Fan Zone’ as part of the partnership,

Everyone Active, who have a strong reputation in delivering well-managed leisure facilities and creating fun activities to promote health and wellbeing, will be working alongside Sunderland AFC to enhance activities in the Everyone Active Fan Zone. The leisure operator formed a partnership with Sunderland City Council earlier this year and now manages nine of its leisure centres in the area.

The Everyone Active Fan Zone has proved to be a huge success in the opening games of the season, creating a relaxed environment for supporters to soak up the pre and post-match matchday atmosphere and includes a five-a-side pitch and interactive games for younger fans, plus quality food and beverage, along with live music and appearances from current and former players.

Speaking about the partnership, Matt Smith, Assistant Commercial Director at SAFC, said: “We look forward to working with Everyone Active to provide an engaging and vibrant matchday experience for our fans and are delighted to welcome them to our Sunderland family.”

Martin Miles, Everyone Active’s area manager, said: “We are delighted to become an official partner of Sunderland AFC. In June 2015 we formed a new partnership with Sunderland City Council to manage their leisure facilities and our work with SAFC is a very exciting opportunity for us.

“We pride ourselves on being a community-focussed company and we’re really looking forward to engaging with the supporters in the Everyone Active Fan Zone and getting them involved in more activity.”