Sunderland AFC has named Shuffle, a centralized crypto casino and sports betting platform, as its Official Sleeve Partner in a multi-year agreement covering Premier League, domestic cup and UEFA Europa League fixtures. Shuffle’s branding will debut on first-team jerseys for the match-round four fixture against Arsenal at the Stadium of Light, with the partnership also encompassing exclusive content, fan experiences, digital activations and influencer marketing.
Sunderland AFC has announced Shuffle as the club’s new Official Sleeve Partner in a multi-year partnership, according to a report from safc.com.
Shuffle, which the club describes as a leading centralized crypto casino and sports betting platform, will appear on Sunderland AFC’s first-team jerseys starting this weekend. The partnership aims to leverage the club’s global profile to build brand awareness and drive customer acquisition for the gaming platform.
Partnership Scope and Visibility
The agreement extends beyond shirt placement. According to safc.com, Shuffle will gain visibility through Sunderland’s first-team shirts in Premier League matches, domestic cup competitions and UEFA Europa League fixtures.
The two organizations will collaborate on a program of exclusive content, fan experiences, digital activations and influencer marketing. The partnership is designed to create new ways for Shuffle to engage with Sunderland’s supporter base across the club’s digital, social and matchday platforms.
According to the club announcement, Shuffle is one of the fastest-growing brands in the global gaming industry. The company has stated ambitions to become a market leader, and the partnership with Sunderland is part of that growth strategy.
Shared Ambition Cited as Foundation
The partnership is built on what both parties describe as a shared challenger mindset. According to safc.com, both Sunderland AFC and Shuffle are established brands in their respective sectors but share an ambition to challenge the established order, grow their global presence and compete at the highest level.
Scott McCubbin, Chief Commercial Officer at Sunderland AFC, commented on the partnership: “We are delighted to welcome Shuffle as our Official Sleeve Partner. There is a strong alignment between our two brands, both of which have ambitious plans for growth and a determination to challenge at the highest level.”
McCubbin added: “Shuffle is an exciting, ambitious global brand and we are looking forward to working closely with them as they continue to build their profile and pursue their ambition to become a market leader. Sunderland’s global reach is stronger than it has been for many years. This partnership gives Shuffle a significant platform to build awareness internationally, while allowing us to create innovative content and experiences for our supporters around the world.”
Noah Dummett, Shuffle Co-Founder, also provided a statement to safc.com: “We’re incredibly excited to begin our partnership with Sunderland AFC. We share a lot of the same values. We both have the ambition to be the best, and we’re both here to stay as globally recognized brands.”
Dummett continued: “Sunderland AFC has a strong presence among Premier League fans around the world, and we couldn’t be more thrilled to be aligned with the team and supporters as they push to the top.”
Jersey Debut and Supporter Options
Shuffle’s branding will make its debut on Sunderland AFC’s first-team jerseys in the match-round four fixture against Arsenal at the Stadium of Light. According to the club announcement, the match is scheduled for Saturday evening with an 8 p.m. kick-off and will be broadcast live on TNT Sports.
From the week commencing September 21, supporters who wish to add the Shuffle logo to their 2026-27 jersey can do so free of charge at the Stadium Store. According to safc.com, this service is available on non-matchdays only.
The logo application service is available exclusively at the Stadium Store. The club confirmed it will not be offered at Bridges or through online channels.
Commercial Context
The partnership represents a commercial development for both organizations. For Sunderland AFC, the deal adds a gaming industry partner to its commercial portfolio during a period when the club competes in multiple competitions, including the UEFA Europa League.
For Shuffle, the partnership provides exposure through a Premier League club with an international supporter base. The gaming platform gains visibility across multiple competition formats and access to the club’s digital and matchday inventory.
According to the announcement, the multi-year agreement positions Shuffle within English football’s top flight while providing Sunderland AFC with a commercial partner in the crypto casino and sports betting sector.
