South African Airways has announced a new partnership with English Barclays Premier League football team, Sunderland AFCSouth African Airways will be supporting Sunderland AFC on all aspects of its travel throughout Africa as the football club continues to strengthen its relationship with the African continent. Recognised as Africa's most awarded airline, South African Airways has been bringing people to Africa, and taking Africa to the world, for nearly 80 years. 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 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.
Speaking about the new partnership, GM South African Airways UK, Gary Kershaw said, “We’re 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.”
Sunderland AFC’s Commercial Director Gary Hutchinson 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.”
The partnership sees the carrier become Sunderland AFC Official Southern African Airline Partner. Sunderland’s first team squad will kick off the partnership on Saturday, when they will wear South African Airways branded t-shirts for their pre-match warm up ahead of their game against Manchester United.