Sunderland AFC will rack up a decade with StreamAMG after signing a new long-term agreement.

The Black Cats use StreamAMG’s technology to power their SAFSEE video platform as well as their new live streaming service, which kicked off at the start of the current season.



Sunderland’s association with StreamAMG dates back to 2012, when SAFSEE replaced the old SAFC TV service. The new agreement will see the north-east club continue in the StreamAMG fold until at least 2022.


The club, which sits outside the EFL Digital collective, sealed a UK first recently when their match against Scunthorpe at the Stadium of Light – a 3-0 win for the home side – became the first EFL fixture to be broadcast live to a UK audience on a club’s own website.


StreamAMG’s new Cloud Matrix platform, which produces smart feeds of content, has allowed the club to launch new SAFSEE TV apps on iOS and Android as part of the new agreement.


Both versions have already been downloaded thousands of times and in their first week of launch, the app is already ranked 11th within the App Store – sports category. The app is a great tool for fans to watch SAFSEE content, including live streams, wherever they are.


StreamAMG’s chief operating officer, Matt McKiernan, said: “We’re delighted to have agreed a new long-term agreement with Sunderland AFC, a club which have been loyal to us for a number of years.”


“This season we have seen the club launch their new streaming service, along with new video streaming apps, and we look forward to continuing to implement the latest technologies to allow Sunderland fans to follow their team no matter where they are in the world.”


Sunderland have one of the biggest fan bases in UK football and are averaging crowds in excess of 30,000 this season despite playing in the third tier. They are hoping to break League One’s average attendance record – currently held by Manchester City – this season.


The club’s managing director, Tony Davison, added: “StreamAMG are leaders in their field and their innovative technology allows us to offer a top-quality service to our supporters.”


“This season we have launched live streaming for the first time and StreamAMG has been instrumental in delivering this service for us. We have a thriving overseas fan base, so we are delighted to be able to offer them a way to still feel part of their club and to be continuing our long-standing association with StreamAMG.”


If you would like to know more about how you can watch Sunderland AFC games, please visit Alternatively, if you would like to discuss how StreamAMG can support your organisation’s video needs, please email