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UK betting firm Betdaq is donating their shirt sponsorship of Sunderland AFC to the Children With Cancer charity, giving the group added visibility for the upcoming season.
The move comes after Betdaq parent company voiced opposition to expanding marketing to sports fans, calling on ending shirt sponsorship deals with betting groups. In an effort to not look like hypocrites, the company is donating their sponsorship to the charity, which will be active when the club squares off against Charlton Athletic for a chance to be promoted to the Premier League.
GVC has pledged to help fund more responsible gaming endeavors, donating a portion of their revenues toward promoting responsible gaming as well as giving their pitch signing to responsible gaming.