SUNDERLAND will benefit on and off the pitch from their continued link-up with data analytics specialists Seriös Group, says David Bruce.

The Black Cats have collaborated with the North East firm over the past two seasons but have now taken their partnership to the next level, with Seriös Group becoming the club's new official data partner and shirt sleeve sponsor.

Since first linking up two years ago, Sunderland and Seriös have worked side by side to create a bespoke player and opposition analysis platform and the Black Cats say the partnership will help head coach Regis Le Bris and his backroom team "make enhanced data-driven decisions when preparing for games".

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Bruce, Sunderland's chief business officer, said: “We are delighted with how our partnership with Seriös Group, a young and exciting North East company, has evolved in the last two seasons.

"Data use is at the forefront of how we operate, and the development of this relationship will only enhance our ability to make informed and impactful decisions that will benefit the club's ambitions.

"I am excited to see the Seriös Group brand on show on our match shirts throughout the season and look forward to building on the positive relationship we have already established.”

The Seriös Group logo will feature on the left-arm sleeve on all Sunderland home, away and third men’s first-team kits throughout the coming season - and will be first on show for this weekend's friendly double header against South Shields and Gateshead.

Lee Rorison, Seriös Group’s CEO, said: “We are honoured to be named Sunderland Football Club’s official data partner and sleeve sponsor. As a lifelong supporter of the club, this partnership is particularly exciting for me.

"We are committed to applying our advanced data solutions, skills and expertise to support the club’s performance and growth, both on and off the field. This collaboration marks a significant milestone for Seriös Group, and we cannot wait for the season to get under way.”