Sunderland today announced a new partnership deal with the BFS Group Limited, the UK operation of South Africa-based Bidvest Group Limited.

The deal includes shirt sponsorship, perimeter advertising and involvement from the players in community events in the UK.

Margaret Byrne, the club's chief executive, said: "We are absolutely delighted to be entering into a partnership with the BFS Group and Bidvest.

"The groups' credentials in terms of community support are akin to our own and this takes our club to a whole new level in terms of its international commercial activity.

"Whilst Sunderland will always be a club defined by its proud regional history and heritage, in order for the club to continue to move forward, building our reputation and presence internationally becomes a key focus.

"I am sure this will be a very fruitful partnership for both parties."