BSkyB today announced they have struck a deal to buy a 5% stake in Sunderland plc for £6.5million.
The broadcaster will also pay up to £6.5million to act as the exclusive commercial and media agent for the club.
A large portion of the money will be used to fund the Sunderland youth academy.
The deal - the latest in a number of alliances between media groups and football clubs - will not mean BSkyB acting for Sunderland over negotiations for Premier League rights.
