EXCLUSIVE; Sunderland have secured what they describe as “the most significant commercial deal in the club’s history,” marking the beginning of a promising summer filled with major off-field developments and new partnerships.
Sunderland Announce Record-Breaking Commercial Deal with W88
Sunderland AFC have confirmed a landmark commercial partnership, calling it “the most significant commercial agreement in the club’s history.” Club officials say the deal is just the beginning of a summer packed with major off-field developments and strategic partnerships.
W88, a prominent sports betting and online casino brand, has been unveiled as Sunderland’s new principal partner and front-of-shirt sponsor. The company will also become the club’s exclusive Asian betting partner.
According to Sunderland executives, this new alliance will play a vital role in helping the club achieve its ambition of competing in the Premier League.
As part of the agreement, W88 branding will feature on all home, away, and third kits—including adult replica shirts—throughout the 2025–26 season. Sunderland emphasized that W88 will benefit from the club’s global reach as part of the deal.
W88 has previously collaborated with a number of Premier League sides, including Aston Villa, Burnley, Crystal Palace, Fulham, and Wolverhampton Wanderers.
In a statement, the club said: “Today’s announcement marks the start of an exciting summer within SAFC’s business operations, as we continue to grow our global partnership network and enhance the fan experience both in-stadium and beyond.”
Chief Commercial Officer Ashley Peden added: “We’re thrilled to be partnering with W88, a brand with a strong history of successful collaborations across elite sports, particularly in the Premier League.
This deal is the largest in the club’s history and will play a key role in helping us reach Premier League standards.”
A W88 representative commented: “We are incredibly proud to partner with Sunderland AFC, a club with a rich 150-year legacy.
After their remarkable return to the Premier League, we believe SAFC is the ideal partner for engaging with our international markets, and we look forward to working closely with the club during what promises to be another thrilling season on Wearside.”
