Crypto casino and sportsbook Shuffle has signed a multi-year sponsorship agreement with Premier League club Sunderland AFC, placing its branding on the men’s first-team shirt sleeve across domestic and European competitions. The partnership also covers digital content, fan activations and influencer marketing, while financial terms have not been disclosed.
Sunderland AFC announced Shuffle as its new Official Sleeve Partner on Sept. 11, with the crypto gambling platform securing prominent branding on the club’s first-team match shirts.
The Shuffle logo made its matchday debut against Arsenal on Sept. 12. Under the multi-year agreement, it will feature throughout Sunderland’s Premier League campaign as well as FA Cup, Carabao Cup and UEFA Europa League fixtures.
The European exposure is particularly notable for both parties. Sunderland’s Europa League campaign marks the club’s return to European competition after more than five decades away.
The agreement goes beyond shirt branding. Sunderland and Shuffle plan to collaborate on digital content, fan experiences, activations and influencer marketing aimed at the club’s growing international audience.
Shuffle co-founder Noah Dummett said the company and Sunderland share ambitions to become globally recognized brands. Sunderland Chief Commercial Officer Scott McCubbin similarly described Shuffle as an ambitious global company and said the partnership provides it with a platform to increase international awareness.
Financial terms of the multi-year agreement have not been disclosed.
The deal comes at a significant time for gambling sponsorship in English football. Premier League clubs agreed to remove gambling companies from the front of matchday shirts beginning with the 2026/27 season, but the voluntary restriction does not extend to sleeve sponsorships or other commercial partnerships.
Shuffle does not hold a UK Gambling Commission license and therefore cannot legally offer its gambling services to consumers in Great Britain. The platform operates under a Curaçao license and offers crypto casino games and sports betting.
Sunderland is not the only Premier League club maintaining a gambling partnership following the front-of-shirt change. Other operators have shifted toward sleeve sponsorships, regional partnerships and other commercial arrangements that remain permitted under current league rules.
For Shuffle, the Sunderland agreement provides exposure across one of football’s most-watched domestic leagues as well as European competition. For Sunderland, it adds another international commercial partner as the club builds on its return to the Premier League and European football.
Shahanshah’s path through iGaming spans more than ten years, and sports betting platforms have been a consistent thread throughout it. He’s evaluated sportsbooks across dozens of markets, comparing odds formats, market depth, live betting features, and payout reliability, always with the same question in mind: does this platform deliver for the player, or just for the marketing team? That question shapes everything he builds and reviews today.
