Sunderland AFC announces sleeve partnership with Shuffle

Sunderland AFC has announced a multi-year partnership with Shuffle, a centralized crypto casino and sports betting platform, appointing the company as the club’s Official Sleeve Partner. The deal replaces LiveScore Bet, which served as the sleeve sponsor during the 2025–26 season.

Shuffle is licensed in Curaçao but does not hold a UK gambling license, meaning its services should not be available to customers within the United Kingdom. This arrangement follows a similar move by Everton with Stake.com. With the upcoming 2026–27 season, Premier League regulations will prohibit gambling brands from appearing on the front of shirts, leading more clubs to seek sleeve sponsorship opportunities.

The partnership includes a collaboration on exclusive content, fan experiences, digital activations, and influencer marketing to leverage Sunderland’s global profile.