September 14: Newly promoted Sunderland have a new sleeve sponsor, betting site and crypto casino Shuffle. The Shuffle logo debuted on Sunderland’s matchday shirts at the weekend in their 2-0 home defeat to Arsenal.
The sponsorship covers the Premier League, the FA Cup, the League Cup and the Europa League, where the club is playing for the first time this season. The club and Shuffle will also work on content, fan experiences, digital activations and influencer marketing.
Gambling and casino brands are now banned from the front slits of the Premier League shirt, forcing the Black Cats to drop W88 for the 2026-27 season. But the rules allow online betting companies to play up their sleeve.
Serios Group had the sleeve for the last two seasons, and continues as a sponsor of the club. Sunderland are still looking to land a shirt front partner.
Chief Commercial Officer Scott McCubbin said: “Shuffle is an exciting and ambitious global brand and we’re looking forward to working closely with them as they continue to build their profile.”
Shuffle co-founder Noah Dummett noted the club’s reach. “Sunderland has a strong presence among Premier League fans around the world, and we couldn’t be more excited to be aligned with the team and supporters as they make their way to the top,” he said.
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