BFS Group Limited, the main UK operation of South Africa's Bidvest Group, has announced that it will become English Premier League club Sunderland AFC's new "principal partner" from the 2013/14 season.
Sunderland have strong ties to Africa following link ups with Invest in Africa and its partnership with the Nelson Mandela Foundation.
The BFS Group partnership includes sponsoring the players' shirts and involvement in players in community events in the UK.
Bidvest's Brian Joffe said: "Sunderland AFC is the perfect partner for us in the UK where we deliver food and drink to over 50,000 businesses each week.
"The support that Sunderland AFC offers to their local community, setting up the Foundation of Light and now supporting development of initiatives further afield mirrors the Bidvest spirit of investing time and funds back into the markets we operate in."
The Bidvest Group also owns Bidvest Wits, one of the largest football clubs in Africa.
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