Sunderland FC is cashing in on gambling sponsorships ahead of its return to the English Premier League (EPL) this weekend after eight years away from the top flight. The club already has Asia-focused brand W88 as the main shirt sponsor, signing a club record agreement last month.
act as the club’s official sports betting and scores partner
Now, it has announced that LiveScore Bet will appear on the sleeves of game jerseys, as well as on practice and warm-up gear. It will act as the club’s official sports betting and scores partner.
LiveScore will offer fan experiences going forward and have advertising opportunities across the Stadium of Light. LiveScore Marketing Director Dominic Vyse said that the company is looking forward to unveiling “a series of initiatives” to Sunderland fans at home and globally.
The team’s shirt will look different next year, as starting at the end of the 2025-2026 season, EPL teams will no longer be permitted to feature gambling sponsors on the front of shirts. Sleeve positions will still be allowed. Over half of the 20 EPL clubs will have a betting sponsor on their jerseys this season.
