Charlton Athletic and Sunderland AFC have strengthened their commercial portfolios with new partnerships for the 2026-27 season, bringing cybersecurity brand Surfshark and crypto gaming operator Shuffle into English football through separate agreements.
Charlton have appointed Surfshark as their official VPN partner for the 2026-27 season, with the partnership centred on digital engagement and the club’s international supporter base.
The agreement will see Surfshark integrated across Charlton’s digital channels through fan-focused content, activations and promotional campaigns. Supporters will also be able to access a discounted Surfshark subscription, with an additional four months included when using the promotional code charltonfc.
Charlton Commercial Manager Ella Ellis said, “We’re delighted to welcome Surfshark to the Charlton family and to partner with a truly global brand that shares our ambition to connect with fans wherever they are in the world. From the outset, Surfshark have been passionate about creating meaningful ways to connect with our supporters. We’ve got some exciting plans together over the coming months, with plenty of opportunities for fans to get involved. We’re looking forward to bringing the partnership to life across our digital channels and finding new ways to engage our growing global fanbase with Surfshark.”
The partnership gives Surfshark an opportunity to use football not only as a brand-awareness platform but also as a direct-to-consumer channel, aligning its VPN and cybersecurity proposition with a global sports audience increasingly consuming content and streaming services online.
Sunderland, meanwhile, have signed a multi-year global sleeve partnership with Shuffle, with the crypto-focused sportsbook and casino operator set to feature on the club’s first-team shirts.
Shuffle branding will appear across Sunderland’s Premier League, domestic cup and UEFA Europa League campaigns, beginning with the club’s fixture against Arsenal tonight.
The agreement also comes at a significant point for Sunderland, with the club returning to European competition and offering Shuffle exposure across both domestic and international audiences. Activations are expected to include digital content, supporter experiences and other fan-engagement initiatives.
Scott McCubbin, Chief Commercial Officer at Sunderland AFC, added, “We are delighted to welcome Shuffle as our Official Sleeve Partner. There is a strong alignment between our two brands, both of which have ambitious plans for growth and a determination to challenge at the highest level. Shuffle is an exciting, ambitious global brand, and we are looking forward to working closely with them as they continue to build their profile and pursue their ambition to become a market leader. Sunderland’s global reach is stronger than it has been for many years. This partnership gives Shuffle a significant platform to build awareness internationally, while allowing us to create innovative content and experiences for our supporters around the world.”
Shuffle’s involvement also adds a regulatory dimension to the agreement, given its Curaçao gambling licence and the continued scrutiny surrounding gambling sponsorship in English football.
Together, the partnerships underline the changing nature of football’s commercial market, with clubs increasingly packaging digital audiences, shirt inventory and international exposure to attract brands pursuing global growth and customer acquisition.
