18+. Commercial content. We earn commission from operator links. Never affects our ratings. How this works
Frankie Malone By Frankie Malone, Editor and lead reviewer · Published 2026-09-18 · Fact-checked by Dee Connolly

Shuffle becomes Sunderland's new sleeve partner in a multi-year deal

Shuffle has become Sunderland's Official Sleeve Partner in a multi-year agreement covering the club's Premier League, cup and Europa League campaigns.

What happened

Sunderland announced the partnership in September, with the Shuffle logo making its first appearance on the club's shirts during the 13 September match against Arsenal. The agreement covers the club's first-team kit and a full season of football activity.

The deal covers more than the shirt

Shuffle and Sunderland will work together on content, fan experiences, digital activations and influencer marketing. That gives the partnership several routes into the club's global audience, rather than limiting it to matchday kit visibility.

The agreement also follows Sunderland into its first Europa League campaign. The mix of Premier League, domestic cup and European fixtures gives Shuffle a long calendar of football moments around which to build content.

Why the sleeve position matters

The sleeve is now one of the clearest remaining football placements for a betting or casino brand. Shuffle gets a prominent position on a newly promoted Premier League club, with the debut arriving at the start of a high-profile season.

The partnership adds a mainstream football setting to Shuffle's existing crypto-casino identity. It also gives the site a defined club relationship that can support fan-led campaigns and match content through the season.

Our read

The Sunderland agreement is a material Shuffle update because it is multi-year, spans several competitions and includes content and fan activations alongside the sleeve placement. It gives the brand a larger football platform while the tested product notes remain available in the Shuffle review.

Full current product notes live in the Shuffle review. The partnership is the news, with the site's terms available to check before taking part.