Sunderland pen club-record commercial deal with W88 for Premier League return

Newly promoted Premier League club Sunderland have unveiled betting and online casino operator W88 as their new front-of-shirt partner.

W88, which is not accessible from the UK, replaces Spreadex as Sunderland’s front-of-shirt partner. The financial trading and sports betting firm had sponsored the Black Cats since the 2022/23 campaign.

The pact marks a return to the top flight of English soccer for Asia-based W88, having previously sponsored the likes of Aston Villa, Burnley, Crystal Palace, Fulham and Wolverhampton Wanderers.

The one-year deal comes before the ban on betting sponsorship from the front of Premier League matchday shirts kicks in from 2026/27. It means Sunderland have cashed in one last before the ban and another top-flight side having a gambling brand as their main partner for 2025/26.

Last season, 11 Premier League teams had front-of-shirt deals in place with a gambling brand, compared to eight for 2023/24.

“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,” said Ashley Peden, Sunderland’s chief commercial officer.

“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.”

A W88 spokesperson added: “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.”

Sunderland, who were promoted back to the Premier League after an eight-year absence, start their campaign against West Ham United on 16th August. The Hammers have reportedly agreed a new front-of-shirt sponsorship deal with gambling company BoyleSports for the new season.

SOURCE: https://www.sportspro.com/news/sunderland-w88-front-of-shirt-sponsor-premier-league-june-2025/