For the 2021/22 season, the collaboration is looking to benefit the motor company as it looks to build upon engagement with supporters in its region.
Sunderland AFC’s Chief Operating Officer, Steve Davison, commented: “We are delighted to welcome Vertu Motors as an official partner of Sunderland AFC. Vertu are an established and respected national brand and they are renowned for their commitment to quality service and customer care.
“Based in the North East, they have an ever-growing presence within the region and we look forward to working with them to establish a strong and lasting partnership.”
The franchise has shared that its deals include matchday activation, digital opportunities, and player appearances with a focus for the brand to expand through PR and marketing during the season.
Robert Forrester, Chief Executive of Vertu Motors, explained: “We are delighted to expand our football sponsorship portfolio with two historic and much-loved clubs in the North East.
“Sunderland and Middlesbrough both have huge support and demonstrate a real commitment to their respective communities, which is fundamental to how we want to promote our partnerships, with a number of our car dealerships also located in proximity of both our new club partners.”
The addition looks to expand upon Vertu Motors’ sports partnerships portfolio, which currently consists of Newcastle Eagles basketball team and naming rights for the Eagles’ Vertu Motors Arena.
“We look forward to working closely with them to bring the Vertu Motors brand to their audiences and support their various football initiatives across the region,” Forrester continued.
The company also currently holds a partnership with the Professional Footballers’ Association for the PFA Vertu Motors Fans’ Player of the Month Award.
Lee Fryett, Head of Commercial at Middlesbrough FC, expressed his excitement for the partnership, adding: “We are delighted to welcome Vertu Motors to Middlesbrough Football Club as a club partner and are proud to be partnering with one of the largest automotive retail groups in the UK.”
Earlier this year, MFC expanded its deal with 32Red as the club’s principal partner, which looked to strengthen the club’s outreach work in the local community.
This saw the support for MFC Foundation’s delivery of Team Talk – a men’s mental health initiative which uses the local club and its staff to engage with men about their mental well-being.