Sunderland AFC has agreed a multi-year partnership with Shuffle, a crypto-focused online casino and sports betting platform that holds no UK Gambling Commission licence.
The deal positions Shuffle as the club’s official sleeve partner, replacing LiveScore Bet, who occupied that spot on the Black Cats’ shirts throughout the 2025/26 Premier League season.
Shuffle’s branding will make its competitive on-pitch debut this weekend when Arsenal visit the Stadium of Light in what promises to be a high-profile occasion for the club.
Premier League rules introduced for the 2026/27 campaign prohibit gambling brands from appearing on the front of shirts, but betting and casino operators remain permitted to feature on sleeves.
The timing of the announcement has drawn attention given mounting pressure on both the government and the Premier League to intervene in the promotion of unlicensed gambling brands to UK audiences.
Scott McCubbin, Sunderland’s Chief Commercial Officer, confirmed the agreement and offered a strong endorsement of the partnership’s potential.
McCubbin said: “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.”
The deal arrives during the club’s second consecutive Premier League campaign following their return to the top flight, with Sunderland also competing in European football this season.
The Department for Culture, Media and Sport is currently consulting on a potential complete sponsorship ban covering unlicensed operators targeting UK consumers, a move the licensed gambling sector has long pushed for.
Shuffle’s lack of a UK Gambling Commission licence places it in a category that regulators and campaigners have increasingly labelled as part of the black market, raising questions about the suitability of such partnerships under existing Premier League commercial guidelines.
The club’s revenue base continues to grow as Sunderland cement their status at the top level, and the multi-year nature of the Shuffle arrangement suggests both parties see significant long-term commercial value in the agreement.
Whether regulatory developments around unlicensed sponsorships could affect the deal before it runs its course remains an open question as the DCMS consultation progresses.
