Sunderland have further strengthened their ties with the African continent after signing renewals with the Tanzanian Tourist Board and South African Airways, reports, www.sportspromedia.com.
As the clubâ€™s official tourism partner, the Tanzania Tourist Board will continue to use the reach and appeal of the Premier League to promote the country as a leading tourist destination.
The promotional partnership builds on Sunderlandâ€™s ongoing development work in Tanzania, where the club currently supports the countryâ€™s first soccer academy.
Meanwhile, Sunderland have also announced that South African Airways will continue as the clubâ€™s official African airline partner for the current Premier League season.
The initial deal between the two parties, which saw the airline support the Black Cats with their travel requirements across Africa, was agreed in October of last year.
Sunderland now claim to be one of the most recognised English soccer clubs in Africa, thanks largely to recent partnerships with a variety of organisations on the continent.