Sunderland Signs Multi-Year Sleeve Partnership With Shuffle

Sunderland AFC has agreed a multi-year partnership with online casino and sportsbook Shuffle, which will become the Premier League club’s Official Sleeve Partner.

Shuffle branding will appear on Sunderland shirts across the Premier League, Carabao Cup, FA Cup and Europa League, with the club returning to European competition following a 53-year absence. The partnership will also include exclusive content, fan activations and influencer marketing designed to increase the brand’s international exposure.

Headquartered in Curaçao, Shuffle operates under a licence issued by the Curaçao Gaming Control Board and has built a presence across a number of international markets. The operator does not hold a UK Gambling Commission licence and therefore does not offer its gambling products to consumers in Great Britain.

Shuffle Targets International Growth Through Sunderland Partnership

The agreement provides Shuffle with visibility through one of English football’s most internationally followed competitions as the company looks to expand its global profile.

Noah Dummett, Co-Founder of Shuffle, said:

“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.”

Shuffle has described itself as one of the fastest-growing brands in the global gaming industry and has outlined ambitions to establish itself as a leading international operator.

Partnership Arrives Amid Wider Sponsorship Debate

While Shuffle is licensed in Curaçao, its lack of a UK Gambling Commission licence places the partnership within a wider debate surrounding Premier League clubs promoting overseas-facing gambling brands.

Several Premier League clubs currently have commercial relationships with gambling companies that are licensed internationally but do not hold a Gambling Commission licence. The UK government has recently consulted on potential changes to the rules governing the promotion of such operators through British sport.

Entain has also written to Premier League clubs calling for them to reconsider partnerships with gambling companies that are not licensed in Great Britain. Any government restrictions resulting from the consultation, however, are not expected to affect Premier League sponsorship arrangements before at least the 2027/28 season.

The distinction is particularly relevant in Shuffle’s case. The company is not an unlicensed gambling business, but its Curaçao licence does not permit it to offer gambling services to consumers in Great Britain.

Sunderland Highlights Shared Growth Ambitions

Sunderland said the two organisations were aligned through their ambitions to challenge established competitors and increase their respective international profiles.

Scott McCubbin, Chief Commercial Officer at Sunderland, 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.

“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.”

Shuffle branding is scheduled to make its first appearance on Sunderland's shirts when the club travels to the Emirates Stadium to face Arsenal on Saturday.