Sunderland partners with Shuffle for new sleeve partnership

English football club Sunderland AFC has announced a new multi-year partnership with crypto casino and sports betting platform, Shuffle, who has joined the club as their new Official Sleeve Partner. The partnership will see Shuffle have their logo present on Sunderland’s playing kits in the Premier League, domestic cup competitions and also the UEFA Europa League and will have branding across the club’s digital, social and matchday ecosystems.. Sunderland will also work with Shuffle on a host of exclusive content, fan experiences, digital activations and influencer marketing campaigns.

Scott McCubbin, Chief Commercial Officer at Sunderland AFC, commented,

“We are delighted to welcome Shuffle as our Official Sleeve Partner. There is a strong alignment between our two brands, both of which have ambitious plans for growth and a determination to challenge at the highest level. Shuffle is an exciting, ambitious global brand and we are looking forward to working closely with them as they continue to build their profile and pursue their ambition to become a market leader. Sunderland’s global reach is stronger than it has been for many years. This partnership gives Shuffle a significant platform to build awareness internationally, while allowing us to create innovative content and experiences for our supporters around the world.”

Noah Dummett, Co-Founder, Shuffle, said,

“We’re incredibly excited to begin our partnership with Sunderland AFC. We share a lot of the same values, we both have the ambition to be the best, and we’re both here to stay as globally recognised brands. Sunderland AFC has a strong presence among Premier League fans around the world, and we couldn’t be more thrilled to be aligned with the team and supporters as they push to the top.”