Sunderland AFC lands record W88 shirt deal
Sunderland AFC have confirmed a club-record commercial deal with betting company W88.
The agreement sees W88 become the club’s new principal partner, with its logo adorning all three playing kits next season.
The club’s Chief Commercial Officer, Ashley Peden, said that it was the largest commercial deal in the club’s history and that it would help investment in the squad.
A club statement also hinted that a number of further partnerships will be announced, stating that the announcement marks the start of SAFC’s business operation, as the Club continues to expand its global partnership portfolio.
Speaking recently at the Foundation of Light’s annual fixture breakfast, Chief Business Officer David Bruce said the club had been in talks with a number of potential partners in the aftermath of promotion to the Premier League.
“There’s more people watching this league than any other. So all of a sudden you get all these brands calling you saying, ‘how do we become a part of Sunderland?’ We’ve now got to assess what’s right for Sunderland, what’s right financially and from a brand point of view. What’s the number that we can get to that can then help Kristjaan [on the footballing side]. It’s been completely non-stop and it will continue to be that way.”
Sunderland will need a new shirt sponsor if they do manage to avoid relegation from the Premier League next season, as a ban on gambling companies as front-of-shirt sponsors will come into effect from the 2026/27 season.
Clubs voluntarily agreed on the move back in 2023, with a statement at the time saying: “Premier League clubs have today collectively agreed to withdraw gambling sponsorship from the front of clubs’ matchday shirts, becoming the first sports league in the UK to take such a measure voluntarily in order to reduce gambling advertising.
“The announcement follows an extensive consultation involving the League, its clubs and the Department for Culture, Media and Sport as part of the Government’s ongoing review of current gambling legislation. The Premier League is also working with other sports on the development of a new code for responsible gambling sponsorship.
“To assist clubs with their transition away from shirt-front gambling sponsorship, the collective agreement will begin at the end of the 2025/26 season.”
Gambling sponsors will still be able to feature in other areas, such as shirt sleeves and advertising hoardings.
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