Sunderland have partnered with unlicensed crypto casino Shuffle.
The Curaçao-licensed sportsbook will serve as the club’s matchday sleeve sponsor across all domestic and European fixtures.
The multi-year agreement bypasses strict UK gambling regulations as top-flight teams continue to protect high-yield offshore betting revenues.
The Premier League’s voluntary front-of-shirt gambling ban is now active for the 2026-27 season.
However, sleeve sponsorship inventory remains entirely unregulated by the authorities.
Over half of the division currently holds lucrative commercial relationships with operators lacking a UK licence.
Exploiting Premier League Loopholes
The new branding debuted on Saturday during a 2-0 defeat against reigning champions Arsenal.
Régis Le Bris’ squad wore the prominent logos as they finalise preparations for their first European campaign since the 1973-74 season.
The arrangement covers digital activations and influencer marketing alongside traditional shirt advertising in the Europa League.
The club told digital publication NEXT.io that the partnership will help engage an “increasingly global supporter base”.
Pursuing Global Market Leadership
Sunderland chief commercial officer Scott McCubbin outlined the extensive strategy to sports business platform Sportcal.
He said: “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 travel to face Manchester City in the Premier League on Sunday.
