W88 Named Principal Partner

Sunderland AFC is pleased to announce W88 as the Club’s new Principal Partner.

As part of the most significant commercial agreement in the Club’s history, the leading sports betting and online casino operator also become the Club’s Front-Of-Shirt partner and exclusive Asian Betting Partner.

W88 has partnered with numerous Premier League Clubs in recent years, including Aston Villa, Burnley, Crystal Palace, Fulham, and Wolverhampton Wanderers.

Activating outside the United Kingdom, the agreement will enable W88 to take advantage of the Club’s global reach, which will include their branding appearing on all playing and adult replica home, away, and third shirts throughout the 2025-26 season.

Chief Commercial Officer, Ashley Peden said: “We are delighted to be partnering with W88, who possess a proven track record of establishing successful partnerships with elite sporting organisations, including Premier League Football Clubs. The agreement represents the largest commercial deal in the Club’s history, and it will contribute significantly towards enabling the Club to compete in the Premier League.”

W88 Spokesperson: “It’s an incredible honour for all of us at W88 to be partnering with Sunderland AFC, a Club with such a storied history throughout the last 150 years. Following an incredible return to the Premier League, we see SAFC as the perfect partner to activate with in our overseas target markets, and we can’t wait to be collaborating with them ahead of what promises to be another exciting season on Wearside.”

Today’s announcement marks the start of an exciting summer within SAFC’s business operation, as the Club continues to expand its global partnership portfolio and enhance experiences for supporters in-stadium and beyond.