Invest in Africa and Sunderland Football Club Announce Pioneering Partnership
SUNDERLAND, England, June 25, 2012 /PRNewswire/ –
Invest in Africa and Sunderland AFC announced a first for the Premier League at the
club’s Stadium of Light this morning.
Invest in Africa was unveiled as the club’s principal partner and shirt sponsor for
the 2012/13 season. The Invest in Africa brand will be displayed on the team’s kit for a
minimum of two seasons and seen around the globe to the Premier League’s audience of 4.7bn
Invest in Africa is a not-for-profit business initiative that will promote Africa as a
leading investment destination and actively challenge misconceptions about investing on
the continent. Invest in Africa’s mission is to show that Africa is open for business, and
that its further development is dependent on private-sector investment and partnerships
with local businesses. The partnership with Sunderland AFC provides a high profile
platform for the brand to take Invest in Africa’s message to a worldwide audience, the
first time a not-for-profit initiative of this nature has appeared on a Premier League
Invest in Africa is building a partnership of leading companies working in Africa to
help inspire more investors to do business in Africa. Invest in Africa welcomes interest
from likeminded potential founding partners and companies interested in joining this
initiative. Africa’s largest independent oil company, Tullow Oil plc (‘Tullow’), is proud
to be the initial Founding Partner of Invest in Africa.
Speaking at the Stadium of Light, Chief Executive of Tullow Aidan Heavey said: “At
Tullow Oil we’ve known for years that Africa is a thriving and great place to do business.
But potential foreign investors are still missing out because of outdated perceptions of
what it’s like to work in Africa.
“Invest in Africa wants to bridge this gap by challenging misconceptions, showing that
Africa is open for business and helping more investors into Africa in partnership with
“Ultimately this will make Africa a more stable and attractive place to work, which is
in everyone’s interests. Which is why we’re delighted to be partnering with Sunderland AFC
who share Invest in Africa’s ambitions and desire to reach a global audience.”
Ellis Short, Chairman Sunderland AFC, said: “We are very proud to have augmented our
relationship with Invest in Africa through this wonderful agreement.
“It is a partnership which sets a new benchmark for the club commercially but what
stands out is while doing so, it truly gives something back to both our own region and to
a continent which has become a firm part of our club’s success story over recent seasons.
“Extending our relationship will enable us to put the club’s knowledge and experience
- allied with its immense global reach as part of the Premier League – fully into
practice. It fits perfectly with our own aims as we continue showcasing Sunderland AFC to
a global audience which simply loves football.”
Sunderland AFC chief executive Margaret Byrne commented: “Africa has a wonderful
passion for the game, something which is mirrored here in our own North East region. Both
places are renowned for examples of how football can engage people and organisations to
the extent where it changes lives.
“Sunderland AFC has established a reputation as a club which champions that idea. We
take immense pride in using the power and pull of football responsibly to ensure it is
driven towards strengthening our community and improving people’s lives.
“The club’s Foundation of Light has shown the benefits of encouraging new business
partnerships and investment in the North East. With the Invest in Africa initiative, the
club will continue to deliver the same positive impact to the local business community as
well as communities across Africa.”
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SOURCE Invest in Africa