SUNDERLAND have finalised “the most significant commercial agreement in the club’s history” – and say the new link-up is just the start of an exciting summer of major off-pitch developments and partnerships.
The Black Cats announced today that W88 will be the club’s new primary partner and front of short sponsor.
The sportsbook and online casino operator will also become Sunderland’s sole Asian betting partner.
Sunderland officials claim the collaboration will “contribute significantly to enabling the club to compete in the Premier League.”
Sunderland declares that “the agreement will enable W88 to take advantage of the club’s global reach, which will include their branding appearing on all playing and adult replica home, away, and third shirts throughout the 2025-26 season” .
W88 has worked with several Premier League teams in recent years, including Aston Villa, Burnley, Crystal Palace, Fulham, and Wolverhampton Wanderers.
And the Black Cats responded with the following statement: “Today’s announcement marks the start of an exciting summer within SAFC’s business operation, as the club continues to expand its global partnership portfolio and enhance experiences for supporters in-stadium and beyond.”
Sunderland’s chief marketing officer, Ashley Peden, said: “We are thrilled to be teaming with W88, who have a proven track record of forming successful collaborations with premier athletic institutions, including Premier League football clubs.
“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 spokeswoman stated, “It is a tremendous honour for all of us at W88 to be partnering with Sunderland AFC, a club with such a storied history over 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.”
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