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Sunderland AFC has secured LiveScore Bet as its new official sleeve sponsor in a multi-year agreement, further expanding its commercial roster ahead of the 2025–26 Premier League season. The betting brand’s logo will appear on the sleeves of both the home and away kits, as well as on all replica shirts sold to fans.
This announcement follows Sunderland’s earlier unveiling of W88 as the club’s principal front-of-shirt sponsor in what is believed to be the largest commercial deal in the club’s history. The addition of LiveScore Bet means the club will now have two prominent betting partners during its return to the Premier League.
The agreements come just one season before the Premier League’s ban on front-of-shirt gambling sponsorships takes effect in 2026. By securing these deals now, Sunderland maximizes sponsorship revenue during a pivotal season, leveraging the increased visibility and global broadcast reach that comes with Premier League football.
For LiveScore Bet, partnering with Sunderland offers a valuable platform to strengthen brand recognition among UK football audiences. The company joins a growing number of betting operators using high-profile football sponsorships to connect with fans and promote their platforms.
With these partnerships, Sunderland significantly boosts its commercial income, providing additional resources to invest in squad development, facilities, and fan engagement initiatives. This commercial momentum aligns with the club’s ambition to re-establish itself as a stable Premier League side.
Sources: SportsPro, Tribuna, EGR
