Sunderland AFC Names Crypto Betting Platform Shuffle as Sleeve Partner

Sunderland AFC has signed Shuffle, a crypto casino and sports betting platform, as its new official sleeve partner in a multi-year deal, the club announced.

Shuffle's branding will appear on Sunderland's first-team jerseys for the first time on Saturday, September 26, 2026, when the club hosts reigning Premier League champions Arsenal at the Stadium of Light. The match kicks off at 8pm and will be broadcast live on TNT Sports.

The logo will feature across Premier League, domestic cup and UEFA Europa League fixtures for the length of the partnership. Neither club nor operator disclosed the deal's financial terms.

Partnership Includes Content and Fan Activations

Beyond shirt visibility, Sunderland and Shuffle plan to collaborate on exclusive content, fan experiences, digital activations and influencer marketing. The companies said the work is aimed at engaging Sunderland's supporter base across its digital, social and matchday channels.

Scott McCubbin, chief commercial officer at Sunderland AFC, said the club's international profile gives Shuffle a platform to build awareness, while allowing Sunderland to create content for supporters worldwide.

Noah Dummett, co-founder of Shuffle, said the operator sees alignment with Sunderland's ambitions and its fanbase among Premier League followers globally.

Shirt Patches Available at Stadium Store From September 21

Supporters can have the Shuffle logo added free of charge to their 2026-27 jersey at the Stadium Store, starting the week of September 21. The service runs on non-matchdays only and is not available at the Bridges store or online.

Shuffle describes itself as a centralised crypto casino and sports betting platform and one of the faster-growing brands in the sector, with plans to expand its international presence. Football sponsorships have become a common customer acquisition route for crypto-focused gambling operators seeking exposure in regulated markets such as the UK.