Newly promoted Premier League side Sunderland AFC has announced a landmark partnership with W88, a global online sports betting and casino platform, in what is being described as the largest commercial agreement in the club’s history.
The deal, confirmed on June 27, 2025, will see W88 serve as Sunderland’s front-of-shirt sponsor for the 2025–26 season, with the brand’s logo featured prominently on both home and away kits. In addition to the shirt deal, W88 will become the club’s Official Asian Betting Partner, marking a key strategic play for both parties in leveraging the Premier League’s international footprint.
A Strategic Move at a Transitional Moment
This announcement comes at a pivotal moment for Sunderland, returning to the top flight of English football and seeking to stabilize both competitively and commercially. For W88, the partnership reinforces its commitment to global football marketing, having previously sponsored other Premier League outfits like Burnley FC and Fulham FC.
Ashley Peden, Chief Commercial Officer of Sunderland AFC, stated:
“We are delighted to be partnering with W88, who possess a proven track record of establishing successful partnerships with elite sporting organisations. This 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.”
Last of Its Kind: Premier League’s Gambling Sponsorship Shift
While the financial terms remain undisclosed, it is widely acknowledged that this may be Sunderland’s final opportunity to secure a front-of-shirt gambling sponsor, due to the Premier League’s upcoming ban on such sponsorships effective from the 2026–27 season.
The club has not officially confirmed the duration of the agreement, but it’s understood to be a single-season deal, strategically positioned to capitalize on the global visibility of the Premier League before regulation changes.
Post-ban, brands like W88 may pivot to sleeve or training kit sponsorships, which will remain allowed, creating new dynamics in football’s commercial ecosystem.
Global Strategy in Action
A W88 spokesperson added:
“It’s an incredible honour for all of us at W88 to be partnering with Sunderland AFC, a club with such a storied history throughout the last 150 years. Following an incredible return to the Premier League, we see SAFC as the perfect partner to activate within our overseas target markets.”
W88’s marketing focus remains Asia-facing, and the Premier League’s continued dominance as the most-watched football league globally offers brands access to a vast, engaged audience. This partnership is clearly engineered to serve regional acquisition, brand visibility, and fan engagement across high-value international markets.
The Bigger Picture for Football Commercial Teams
This deal is more than a headline — it signals key trends clubs, investors, and brands must pay attention to:
- One-Year Betting Gold Rush: The 2025–26 season is the last full cycle for gambling brands to front shirts in the Premier League. Clubs must maximize final-cycle value and simultaneously prepare for post-ban repositioning.
- Mid-Tier Monetization: Clubs outside the traditional “big six” are leveraging global narratives (promotion, history, underdog brand) to attract high-yield, short-term deals — a playbook worth replicating.
- Asian Market Targeting: Sunderland’s value to W88 lies in overseas appeal, not just domestic reach. Brands increasingly view newly promoted clubs as agile, fast-scaling commercial partners, particularly for regional market activations.
- Post-Gambling Opportunity: With betting brands exiting the shirt space in 2026–27, tech, crypto, fintech, and lifestyle brands should be preparing to fill the vacuum.
At 365247 Consultancy, we specialize in helping clubs, leagues, and brands:
- Build short- and long-term sponsorship portfolios
- Monetize “promotion momentum” with smart partner alignment
- Prepare for regulatory changes in sports sponsorships
- Attract international partners targeting APAC, MENA, and North America
- Create brand positioning frameworks post-gambling era
