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Newly promoted English soccer side Sunderland have named global sports media and betting company LiveScore as the sleeve sponsor for their first season back in the Premier League.
Contract:
- Left sleeve of Sunderland’s first-team playing shirts will promote LiveScore Bet, which will be team’s official sports betting partner
- Company’s LiveScore app to feature on training and warm-up kits as official training wear partner and official scores partner of the club
- Sponsorship package includes tickets, player appearances, LED visibility and social content
- LiveScore will also leverage partnership to offer exclusive fan experiences to Sunderland supporters
Context:
Sunderland’s deal with LiveScore means that both of the club’s shirt assets will be used to promote betting brands during the 2025/26 season.
The partnership comes six weeks after the Black Cats unveiled Asia-based gambling firm W88 as their main shirt sponsor in what was described as a club-record deal.
This is the last season before Premier League clubs are banned from promoting betting brands on the front of their shirts. The ban does not apply to the sleeve asset, meaning LiveScore could choose to renew the partnership beyond the upcoming campaign.
Sunderland are one of 11 teams in English soccer’s top flight starting this season with a front-of-shirt betting sponsor. In addition to W88 and LiveScore, the club’s other principal partners are Hummel, Fanatics and Carling.
Comment:
“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,” said Sunderland chief commercial officer Ashley Peden. “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.”
Coming next:
LiveScore marketing director Dominic Vye said the company will unveil a series of initiatives to bring the partnership to life. In the meantime, the LiveScore Bet logo will feature on Sunderland shirts for the first time during their opening game at home to West Ham United on 16th August.
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