Landmark Deal with W88 Marks Major Commercial Milestone for Sunderland AFC

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Credit: Sunderland AFC

Sunderland AFC has taken a major step forward in strengthening its commercial partnerships with the announcement of a landmark deal with W88, a leading name in sports betting and online gaming.

Over the past several years, W88 has formed partnerships with a number of well-known Premier League clubs.

These include Aston Villa, Burnley, Crystal Palace, Fulham, and Wolverhampton Wanderers—highlighting the brand’s growing presence and influence within the world of English football.

This latest agreement, which will be activated outside of the United Kingdom, gives W88 the opportunity to further expand its visibility on a global scale.

As part of the partnership, W88’s branding will be prominently featured across Sunderland’s official playing kits—including home, away, and third shirts—as well as on all adult replica versions throughout the entire 2025–26 season.

This marks a significant step in the brand’s strategy to reach football fans around the world through high-profile exposure.

Ashley Peden, Chief Commercial Officer, said the partnership with W88 marks the club’s biggest commercial deal ever and will play a key role in helping them compete in the Premier League.

“We are delighted to be partnering with W88, who possess a proven track record of establishing successful partnerships with elite sporting organisations, including Premier League Football Clubs,” Peden said via press release.

“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 spokesperson expressed excitement about partnering with Sunderland AFC, praising the club’s rich history and seeing the collaboration as a great opportunity to engage overseas markets ahead of another thrilling season.

“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,” said in a W88 Spokesperson via press release.

“Following an incredible return to the Premier League, we see SAFC as the perfect partner to activate within 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.”

The announcement kicks off what promises to be an exciting summer for SAFC’s business side, as Sunderland looks to grow its global network of partners and create even better experiences for fans—both at the stadium and around the world.

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Liverpool FC Teams Up with SAS in Multi-Year AI Marketing Deal

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Image credit: Christian Bertrand / Shutterstock.com

Under a new multi-year deal, Liverpool FC has partnered with analytics and software company SAS as its Official AI Marketing Automation Partner, integrating advanced data and AI technology into the club’s marketing and fan engagement activities.

As part of the agreement, Liverpool will deploy SAS Customer Intelligence 360 and SAS Viya, leveraging the platforms to enable marketing automation, campaign orchestration and data-driven decision-making across large consumer environments.

The integration of SAS technology is designed to optimise campaign operations and efficiency, while supporting deeper audience segmentation and more personalised fan engagement.

Moving beyond a typical logo-led sponsorship, the Liverpool–SAS partnership is built around technology adoption, with SAS tools woven into Liverpool’s marketing processes to influence how campaigns are created, evaluated and improved.

Chief Commercial Officer, Ben Latty highlighted the role of SAS technology in enhancing efficiency and insight across the club.

“Our partnership with SAS represents an important step in how we continue to evolve our marketing approach. Integrating their technology will give our team access to powerful tools – including SAS Customer Intelligence 360 platform and SAS Viya – that will help streamline our work and support better decision-making,” he said via press release.

SAS Chief Marketing Officer, Jennifer Chase underscored how the partnership leverages data and AI to elevate the fan experience for one of football’s most passionate global audiences.

“Liverpool FC has one of the most passionate fan bases in the world, and we’re proud to help elevate that experience through the power of data and AI. With SAS technology, the club can turn massive volumes of data into meaningful, real-time insights that allow us to get the right message, to the right fan, at the right time – connecting fans from Anfield to anywhere in the world,” she said via press release.

Alongside commercial operations, the deal includes a STEM-focused education element delivered in collaboration with the LFC Foundation, reflecting a growing trend for technology partnerships to blend enterprise deployment with community impact.

TX Football Forges a Deal with Springvale White Eagles FC

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Supplied by TX Football

Springvale White Eagles FC has confirmed a new apparel partnership ahead of the 2026 season, appointing Tradexco Football (TX) as the club’s official clothing sponsor.

The agreement follows an extensive evaluation process focused on design capability, communication efficiency and service delivery, all key factors in supporting the club’s on and off-field operations. Emphasising collaboration and responsiveness, the collaboration is expected to streamline the kit development process while delivering high-quality apparel aligned with the club’s identity.

Springvale White Eagles FC Secretary, Drazen Ninkovic highlighted Tradexco’s design capability, efficiency and collaborative approach as key drivers behind the agreement.

“Springvale White Eagles FC selected Tradexco (TX) as our clothing sponsor for the 2026 season due to their innovative approach to kit and apparel design and their highly efficient communication process. The absence of intermediaries allowed for direct collaboration, ensuring prompt correspondence and the seamless translation of the club’s ideas into final designs approved for production without delay,” he said via press release.

“The level of customer service provided by the Tradexco team has been exceptional, and we look forward to this partnership developing into a strong, long-term collaboration.”

Supplied by TX Football

Tradexco Founder and CEO, Shah Ali Rajput highlighted the milestone nature of the agreement and the brand’s commitment to delivering value, quality and long-term support at the VPL level.

“We are extremely proud to be working with a VPL club of Springvale White Eagles’ calibre. As our first men’s VPL competition club, this partnership is a significant milestone for us. From day one, our focus has been clear — delivering high-quality teamwear, on time, and at genuine value for the club,” he said via press release.

“This partnership allows us, as a local Victorian brand, to showcase to the VPL league the level of quality, professionalism, and reliability that exists within the local football ecosystem. We will be going above and beyond to deliver the very best on-field and off-field products, supporting Springvale White Eagles at every level and contributing to their continued success.”

This agreement supports Tradexco’s continued commercial expansion, reinforcing its credibility as a high-performance apparel supplier and enhancing its ability to service clubs operating at the highest state-league standards.

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