Sunderland secure LiveScore Group partnership
Sunderland AFC have agreed a principal partnership with global sports media and betting business LiveScore Group, ahead of the club’s return to the Premier League.
The agreement for the 2025-26 season sees the LiveScore Bet brand become the club’s official sleeve partner and an official sports betting partner. The LiveScore brand will feature on training and warm-up kits as the exclusive official training wear partner and will also be the club’s official scores partner.
The deal also includes a range of inventory such as tickets, player appearances, and LED visibility, with LiveScore set to offer exclusive fan experiences throughout the season.
Dominic Vye, Marketing Director at LiveScore and LiveScore Bet, said, “We are extremely excited to be partnering with Sunderland AFC at this monumental moment in their history. Sunderland supporters are famed within the game for their passion and pride, and the special place which the club holds in their community. As brands, LiveScore Bet and LiveScore are all about fuelling fans’ passion for sport. We can’t wait to unveil a series of initiatives which will bring this to life for Sunderland fans at home and around the world.”
Ashley Peden, Chief Commercial Officer at Sunderland AFC, said, “We are delighted to welcome LiveScore and LiveScore Bet into the Sunderland AFC family ahead of our return to the Premier League. Following a season which saw the Club come together on and off the field, finding the right partners for this next step has been a huge focus.
The strength of the LiveScore brand and the fact that fans are central to everything LiveScore Group stands for made this relationship an incredibly exciting proposition. With prominence across our first-team sleeves, training wear, and warm-up kit, we are excited about working closely with the brand to create even more engaging experiences for our fans.”
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