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.
