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09 Sep 2026Read More
Shuffle becomes Sunderland AFC sleeve partner
- Shuffle has signed a new sleeve sponsorship deal with Sunderland AFC
- The betting and gaming brand will appear on the club's shirts during the 2026/27 season
- The partnership gives Shuffle further exposure to Premier League audiences
Shuffle has agreed a new global sleeve partnership with Sunderland AFC, strengthening the betting brand’s presence in English football.
The deal will see Shuffle branding appear on Sunderland’s shirt sleeves during the 2026/27 season, giving the operator prominent exposure throughout the Premier League campaign.
Shuffle Expands Football Sponsorship Activity
Shuffle operates a sportsbook and crypto casino, with betting markets available across football, NFL, basketball, tennis, MMA and other major sports.
New players can use the Shuffle.com promo code MADMAX when opening a new account to get the best available sign-up bonus.
The Sunderland agreement adds another high-profile football partnership to the brand’s marketing activity and comes as betting companies adapt to new Premier League sponsorship rules.
From the 2026/27 season, gambling brands can no longer appear on the front of Premier League shirts, although sleeve sponsorship remains permitted.
That makes sleeve partnerships increasingly valuable for betting operators looking to maintain visibility around Premier League clubs.
Sunderland Deal Adds Premier League Exposure
For Shuffle, the Sunderland partnership provides regular exposure to football audiences in the UK and internationally.
The operator has also been running football-focused sportsbook promotions, with further Sunderland-related offers and activations possible during the partnership.
Noah Dummett, Shuffle Co-Founder, said of the partnership: “We’re incredibly excited to begin our partnership with Sunderland AFC.
“We share a lot of the same values, we both have the ambition to be the best, and we’re both here to stay as globally recognised brands.
“Sunderland AFC 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 branding will make its debut on Sunderland AFC's first-team shirts during the club's fixture against reigning Premier League champions Arsenal this Saturday (12 September, 2026).
