British-based betting and gambling company, Ladbrokes Coral Group plc (LCL.L) has announced it has entered into a new betting partnership with English professional football club Sunderland A.F.C.

Bookmaker, Coral, the UK’s fastest growing multi-channel betting and gaming brand, will be providing Sunderland A.F.C’s home, the 49,000 seater Stadium of Light, with comprehensive match day betting service for each of its league and cup games for the entire 2017-18 football season.

Through the new partnership, Coral’s aim is to cement its position in the UK market as one of its biggest sports betting brands. Throughout the season, Sunderland A.F.C.’s website and social media channels will both prominently display Coral branding. Through those media outlets, the bookmaker will advertise various offers and promotions such as ‘money-can’t-buy’ experiences like visits to the club’s training grounds.

Commenting on the partnership, Head of communications for Sunderland AFC, Louise Wanless, said, “We warmly welcome Coral to the club ahead of the commencement of the new season. As a leading UK name in their field they will ensure that our supporters can access a premium in-stadium service for all their match day betting needs and we look forward to working alongside them,” according to the news release.

Public Relations Director for Coral, Simon Clare, said, “We are thrilled at Coral to be establishing such a strong UK partnership with Sunderland AFC and we would like to wish everyone connected to the club, especially all its passionate and dedicated supporters, the very best of luck for the season ahead.”