Shuffle Signs Sunderland AFC Sleeve Sponsorship Deal
Shuffle, a leading crypto casino and sportsbook, has partnered with Sunderland AFC as the club's official sleeve partner, marking another big move in expanding its sportsbook presence. The deal aligns with Sunderland’s strong international reach, coming during their second Premier League campaign and European competition entry. Both parties look to leverage this agreement to drive global brand awareness, innovative fan experiences, and mutually ambitious growth. Shuffle's branding will debut on Sunderland's kit during their game against Arsenal on September 12, 2026.
- Shuffle has agreed a new global sleeve partnership with Sunderland AFC
- The betting and gaming brand will gain prominent exposure on the club's shirts during the 2026/27 season
- Shuffle has also launched a Sunderland-specific sportsbook promotion to mark the partnership
Crypto casino and sportsbook Shuffle has become a global sleeve partner of Sunderland AFC, expanding the operator’s presence in Premier League football.
The partnership will give Shuffle prominent branding exposure alongside one of English football’s most recognisable clubs.
The agreement comes during Sunderland’s second successive Premier League campaign following their successful return to the top flight, with the club also competing in European football during the 2026/27 season.
The Sunderland partnership represents another step in Shuffle’s efforts to grow its global sportsbook brand.
The crypto casino and sportsbook is available in many countries, with the Shuffle promo code MAXBONUS allowing new players to claim up to $1,000 in bonus money.
The Shuffle sportsbook covers football alongside many other sports, including NFL, basketball, tennis and MMA.
Scott McCubbin, Chief Commercial Officer at Sunderland AFC, said in a statement on Friday: "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, Shuffle Co-Founder, 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.”
Shuffle’s branding will make its debut on Sunderland AFC's first-team shirts during the club's fixture against reigning Premier League champions Arsenal this Saturday (12 September, 2026).
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