South African Airways has announced a new partnership with Barclays Premier League football team Sunderland AFC. The partnership sees the carrier become Sunderland AFC Official Southern African Airline Partner, with SAA supporting the club on all aspects of its travel throughout Africa as the football club continues to strengthen its relationship with the African continent.
Sunderland AFC will promote the airline through the global awareness of the Barclays Premier League, which, as the most popular sporting league in the world, is watched in over 200 countries. The partnership strengthens South African Airways’ brand in the UK and Ireland and provides the platform for collaboration across a range of activities. Sunderland AFC is also the only football club in the world to have joined forces with the Nelson Mandela Foundation.
Gary Kershaw, General Manager, South African Airways UK, said: “We are delighted to partner Sunderland AFC and continue to be impressed by the work of the club across the communities of Africa. South African Airways has the largest route network across Southern Africa, which when combined with the continuing strength of Sunderland AFC in Africa, and its partnerships, makes for a natural commercial synergy.”
Gary Hutchinson, Sunderland AFC’s Commercial Director, said: “We are delighted to welcome South African Airways to the Sunderland family. We are increasing our presence across the African continent and this relationship provides the perfect platform for us to build on the significant work we have already done in the territory.
“We are looking forward to working with South African Airways, who will support the club across a broad range of activities as we continue our global development.”