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Sunderland AFC Welcomes W88 as New Principal Partner in Landmark Deal
Sunderland AFC is proud to announce a major new chapter in its commercial journey, as W88 joins the Club as its new Principal Partner.
In what stands as the most significant commercial agreement in the Club’s history, W88 — a global leader in sports betting and online gaming — will feature prominently as Sunderland’s Front-Of-Shirt sponsor and exclusive Asian Betting Partner throughout the 2025-26 season.
W88 is no stranger to the world of top-flight football, having previously partnered with respected Premier League clubs including Aston Villa, Crystal Palace, Fulham, Burnley, and Wolves. Now, as Sunderland returns to the Premier League stage, the timing of this partnership couldn’t be better.
Operating outside the UK, W88 will benefit from Sunderland AFC’s growing global profile. Their branding will be seen across all first-team and adult replica home, away, and third shirts — helping both brands make a bold statement on and off the pitch.
Ashley Peden, Sunderland’s Chief Commercial Officer, shared his excitement:
“We’re thrilled to be partnering with W88, who bring a wealth of experience in working with top-tier football clubs. This deal represents a huge step forward for us — not just financially, but in terms of the global presence we aim to build. It will play a key role in helping Sunderland AFC compete and thrive in the Premier League.”
A spokesperson for W88 echoed the enthusiasm:
“It’s a true honour's for everyone at W88 to join forces with Sunderland AFC — a club rich in tradition, pride, and passion. With Sunderland back in the Premier League, we see an exciting opportunity to engage with fans worldwide and bring our partnership to life in vibrant new ways.”
This landmark agreement also kicks off a summer of growth and ambition for the Black Cats, as the Club looks to expand its international partnerships and deliver enhanced experiences for fans — both inside the Stadium of Light and around the world.
As Sunderland AFC steps into a thrilling new era, this partnership with W88 marks just the beginning of what promises to be a memorable journey ahead.
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