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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FV Celebrates Major Facility Upgrades Across Regional Victoria Under RCSIF

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Football Victoria (FV) is pleased to acknowledge the announcement of four successful projects funded through the Victorian Government’s Regional Community Sports Infrastructure Fund (RCSIF), which will deliver vital upgrades to key football facilities throughout regional Victoria.

The RCSIF is a $60 million initiative from the Allan Labor Government designed to improve community sports infrastructure with a focus on inclusivity and accessibility.

FV is proud to spotlight the following projects that have secured funding:

Thompson Reserve (Inverloch Stars SC)
This upgrade will feature the construction of female-friendly change rooms and enhanced lighting, encouraging greater participation among women and girls.

Dixon Field (Gisborne SC)
Essential lighting improvements will be implemented to expand training and match capacity, supporting the increasing demand for football in the Macedon Ranges.

Victoria Park (Daylesford & Hepburn United SC)
The project will include lighting enhancements to improve venue usability and support broader access for the local football community.

Romsey Recreation Reserve (Macedon Rangers SC)
Funding will go towards planning and design works for new lighting and redevelopment of the main playing surface, laying the groundwork for future infrastructure development.

FV’s Head of Government Relations & Strategy, Lachlan Cole, expressed his excitement about the funding and the positive impact it will bring to regional football communities:

 “These investments are a testament to the importance of football in regional communities.

“Upgraded facilities not only created better playing experiences but also promote social connection in the community and allow for more people to play the game they love.”

Introducing the Nine Ad Manager Association and Community Club of the Year Awards

Staff Writer
Image Credit: Football NSW

Football NSW is proud to introduce the inaugural Football NSW Association of the Year Award, which will be presented at the Football NSW State Dinner on Saturday, October 25th. This prestigious new accolade will be awarded alongside our State Awards, Future Leader Award, Fair Play Award, and the esteemed George Churchward Medal.

Proudly sponsored by Nine Ad Manager, the Association of the Year Award recognises a Football NSW Association that has demonstrated outstanding leadership and commitment to the growth and development of football both within its region and across the state.

The winning Association will be one that actively empowers its clubs to enrich the football experience for players, coaches, referees, and volunteers. It will also be a strong collaborator—working constructively with Football NSW and peer Associations to safeguard and advance the long-term integrity of the game.

The Nine Ad Manager Association of the Year will have shown exceptional achievement or innovation in enhancing football delivery, across areas such as:

  • Innovative approaches to football delivery
  • Club development and support
  • Volunteer recognition and engagement
  • Development pathways for players, coaches, and referees
  • Strong governance practices
  • Creation of a safe, inclusive, and positive environment
  • Long-term strategic planning for growth and sustainability
  • Community outreach and advocacy
  • Promotion of diversity and inclusion (e.g., women and girls, CALD communities)
  • Collaborative partnerships with councils, schools, sponsors, and community groups

Launching in 2025: Nine Ad Manager Community Club of the Year Award

Also debuting in 2025, the Nine Ad Manager Community Club of the Year Award will celebrate a Community Club affiliated with a Football NSW Association that has shown exceptional leadership in raising the profile of grassroots football.

This award will honour a Club that works closely with its Association to foster growth, excellence, and community impact. The winning Club will have demonstrated innovation and excellence in football delivery across areas such as:

  • Recognition as a Club Changer Club
  • A commitment to creating a safe, inclusive, and welcoming environment
  • Volunteer support and appreciation
  • Development of players, coaches, and referees—especially through engagement with Association and State pathway programs
  • Strong governance
  • Fostering a positive club culture
  • Outstanding community advocacy and engagement
  • On-field excellence and achievement

Each Association will be invited to nominate one Community Club within its region for consideration. Nomination forms will be distributed in the coming weeks, and Associations are encouraged to begin gathering information in preparation. Community Clubs interested in being nominated should contact their Association directly.

Award Prizes

The winners of both the Nine Ad Manager Association of the Year and Community Club of the Year will receive a complimentary $2,000 AUD campaign via the Nine Ad Manager Platform. Two runners-up in each category will receive a $1,000 AUD campaign.

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