Crypto Casino and Sports Betting Brand to Feature on First-Team Kits Starting with Premier League Clash Against Arsenal
Sunderland AFC has officially announced a landmark multi-year partnership with centralized crypto casino and sports betting platform Shuffle, naming the high-growth brand as the Club’s new Official Sleeve Partner. Under the terms of the agreement, Shuffle branding will feature prominently on the first-team matchday jerseys across Premier League fixtures, domestic cup competitions, and the UEFA Europa League.
Beyond standard kit visibility, the collaboration will encompass an extensive program of collaborative digital activations, exclusive fan content, and influencer marketing campaigns designed to engage the Club’s passionate and expanding global supporter base.
Positioned as one of the fastest-growing entities in the global gaming industry, Shuffle views the partnership as a critical catalyst in its strategy to establish itself as a market leader. Built upon a shared challenger mindset, both Sunderland AFC and Shuffle are established entities determined to challenge the traditional order, expand their international footprint, and compete at the highest level of their respective fields.
The partnership is scheduled to make its on-pitch debut during Sunderland’s upcoming Premier League fixture against reigning champions Arsenal at the Stadium of Light, broadcast live on TNT Sports. Furthermore, to celebrate the launch, supporters wishing to add the Shuffle sleeve logo to their 2026-27 home and away jerseys can do so free of charge starting the week commencing September 21, available exclusively on non-matchdays at the Stadium Store.
Executive Insights
Scott McCubbin, Chief Commercial Officer at Sunderland AFC, welcomed the new partnership:
“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.”
Noah Dummett, Co-Founder at Shuffle, added:
“We’re incredibly excited to begin our partnership with Sunderland AFC. We share a lot of the same values, we both have the ambition to be the best, and we’re both here to stay as globally recognised brands. Sunderland AFC has a strong presence among Premier League fans around the world, and we couldn’t be more thrilled to be aligned with the team and supporters as they push to the top.”
