LiveScore has secured a major partnership with Sunderland AFC, becoming a key commercial partner for the club as it makes its highly anticipated return to the English Premier League for the 2025-26 season.
The multi-faceted agreement establishes LiveScore Bet as both the Official Sleeve Partner and the Official Sports Betting Partner of the historic football club.
This high-profile deal will see the LiveScore Bet brand featured prominently on the sleeves of Sunderland’s first-team shirts throughout their top-flight campaign.
The comprehensive nature of the sponsorship extends well beyond the matchday kit. The brand will also serve as the Official Training Wear Partner, with its logo appearing on all training and warm-up kits used by the squad.
Furthermore, LiveScore will be integrated into the club’s communications as the Official Scores Partner.
The partnership also grants LiveScore significant marketing and engagement opportunities, including access to ticket allocations for promotional activities, player appearances, prominent LED perimeter advertising at the Stadium of Light, and collaborative social media content.
Throughout the season, the deal will facilitate a range of fan engagement initiatives designed to connect with Sunderland’s famously passionate supporter base.
Dominic Vye, Managing Director of LiveScore and LiveScore Bet, expressed excitement about the deal, stating:
We are extremely excited to be partnering with Sunderland AFC at this monumental moment in their history.
The new branding will make its official debut during Sunderland’s opening Premier League home match against West Ham United on Saturday, August 16, 2025.
Ashley Peden, Sunderland AFC’s Chief Commercial Officer, added:
We are delighted to welcome LiveScore and LiveScore Bet into the Sunderland AFC family ahead of our return to the Premier League.
This partnership marks a significant milestone for both organizations, capitalizing on the heightened visibility that comes with Sunderland’s return to English football’s elite competition after an absence of nearly a decade.
