Premier League: Shuffle (sports betting) sleeve sponsor of Sunderland AFC from the 2026-27 season

News Tank Football - Paris - News #453403 - Published on 14/09/26 at 16:00
©  Sunderland AFC
Shuffle, race sponsor for Sunderland AFC - ©  Sunderland AFC

Shuffle, a gambling, casino and sports betting platform specialising in cryptocurrency payments, has become the shirt sponsor of Sunderland AFC (promoted to the Premier League) under a multi-year agreement starting from the 2026-27 season, the club announced on 12 September 2026.

As part of this partnership, the two organisations will also develop "will collaborate on a programme of exclusive content, fan experiences, digital activations and influencer marketing, creating new ways for Shuffle to engage with Sunderland's passionate and increasingly global supporter base, with a distinctive presence across its extensive digital, social and matchday ecosystem," the club said.

The Shuffle logo appeared on Sunderland's shirts for the first time during their home match against Arsenal (2-0 defeat, Matchday 4) on 12 September 2026. The platform succeeded another online betting operator, the British brand LiveScore Bet, which was Sunderland AFC’s sleeve sponsor in the 2025-26 season.

Premier League clubs have no longer been permitted to display a sports betting operator as their main shirt…

©  Sunderland AFC
Shuffle, race sponsor for Sunderland AFC - ©  Sunderland AFC

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