Sunderland Sign Shuffle As New Shirt Sleeve Partner
Sunderland have agreed a multi-year deal making Shuffle, an online sports betting and crypto casino platform, the club's new sleeve sponsor. The Shuffle logo debuted on the Black Cats' shirts on September 13 in a 2-0 home defeat to Arsenal at the Stadium of Light.
The sponsorship spans Sunderland's Premier League, FA Cup and League Cup fixtures, plus the club's Europa League campaign, its first entry into that competition. Sunderland and Shuffle will also work together on content, fan experiences, digital activations and influencer marketing.
Replaces LiveScore Bet On The Sleeve
Shuffle takes over the sleeve slot from LiveScore Bet, which held the position throughout Sunderland's 2025-26 promotion campaign under a one-season deal. Sunderland's front-of-shirt sponsor for that season, the Asian-facing operator W88, cannot continue in that role for 2026-27 because the Premier League has barred betting and casino brands from front-of-shirt sponsorship from this season onward.
The restriction does not apply to sleeve sponsorship, which betting and casino operators remain free to hold. Fans comparing the regulated betting sites still advertising around the Premier League can expect more sleeve deals like this one as the front-of-shirt ban beds in.
Front-Of-Shirt Slot Still Open
Sunderland have yet to confirm a replacement front-of-shirt partner for the 2026-27 season. Scott McCubbin, Sunderland's chief commercial officer, said: "Shuffle is an exciting, ambitious global brand and we are looking forward to working closely with them as they continue to build their profile."
Shuffle co-founder Noah Dummett said: "Sunderland has a strong presence among Premier League fans around the world, and we couldn't be more thrilled to be aligned with the team and supporters as they push to the top."
Shuffle's move follows a wider trend of betting and crypto casino brands taking Premier League sleeve inventory after being pushed off the front of shirts.
Rival north-east club Newcastle United extended its own sleeve arrangement with LeoVegas in the same week, underlining how quickly operators are moving to secure the remaining gambling-related shirt space now the front-of-shirt ban has taken effect. Readers can compare current operator offers through licensed online casinos that hold a valid UK licence.
Casino Games Hub
The End Of W88 Deal
The switch continues a broader shirt shake-up for Sunderland since their promotion. W88, the Asian-facing operator that took the club's front-of-shirt slot for the 2025-26 season, replaced UK bookmaker Spreadex, which had been Sunderland's main shirt sponsor since 2022-23.
That one-season W88 deal cannot be renewed under the Premier League's front-of-shirt gambling ban, leaving Sunderland to build a new commercial line-up around sleeve, training wear and other inventory instead.
Sunderland won promotion to the Premier League via the Championship play-offs in May 2025, ending an eight-year absence from the top flight following relegation in 2017.
The club's return means it can now access the same tier of sleeve and shirt sponsorship money as other Premier League sides, one reason its commercial team has moved quickly to line up replacement partners across the front-of-shirt and sleeve positions this summer.
