Sunderland AFC, the newly promoted Premier League (PL) team, have inked a new sponsorship agreement with the betting and online casino operator, W88.
With this deal, the brand has become the club’s front-of-shirt sponsor for the 2025-26 season. The online sports betting and casino operator’s emblem will appear on the front of Sunderland’s home and away uniforms next season, according to an announcement made on June 27. The company will also become the club’s official Asian betting partner.
Sunderland Chief Commercial Officer, Ashley Peden, said, “We are delighted to be partnering with W88, who possess a proven track record of establishing successful partnerships with elite sporting organisations, including Premier League Football clubs,” said Peden. The agreement represents the largest commercial deal in the club’s history, and it will contribute significantly towards enabling the club to compete in the Premier League.”
W88 is a known presence to Premier League fans, having previously worked with Burnley FC, Fulham FC, and more.
The firm will also seek to capitalise on the Premier League’s worldwide exposure to market and cater to various regions with its sports betting and casino offers, as well as increase its visibility.
A W88 Spokesperson said, “It’s an incredible honour for all of us at W88 to be partnering with Sunderland AFC, a club with such a storied history throughout the last 150 years. Following an incredible return to the Premier League, we see SAFC as the perfect partner to activate within our overseas target markets, and we can’t wait to be collaborating with them ahead of what promises to be another exciting season on Wearside.”
While Sunderland has not confirmed it, the front-of-shirt arrangement with W88 is likely to last only one season, given the Premier League’s prohibition on gambling sponsors in that position will take effect in 2026-27. If Sunderland remains in the league, W88 may switch to sleeve sponsorship, which will still be permissible.
Gambling companies have long been important revenue sources for Premier League clubs, particularly those in the middle and lower divisions. With the impending prohibition, this season represents the penultimate opportunity for such partnerships, leaving a void for other businesses to enter.
