Sunderland have appointed LiveScore as the sleeve sponsor for their 2025/26 Premier League campaign, with LiveScore Bet set to appear on the left sleeve of the first-team shirts as the club’s official betting partner. The LiveScore app will feature on training and warm-up kits as the official training wear partner and official scores partner of the club.
The sponsorship package includes tickets, player appearances, LED visibility and social content, and LiveScore will use the partnership to offer exclusive fan experiences for Sunderland supporters.
Context and backdrop:
Sunderland’s deal with LiveScore comes on the heels of the club’s Asia-based gambling partner W88 being announced as the main shirt sponsor in what was described as a club-record agreement. This season marks the final period before Premier League clubs are banned from front-of-shirt betting promotions, a ban that does not apply to sleeves, meaning the LiveScore sleeve partnership could be renewed beyond the upcoming campaign.
Sunderland are among 11 top-flight clubs carrying a front-of-shirt betting sponsor this season. In addition to W88 and LiveScore, the club’s principal partners include Hummel, Fanatics and Carling.
Quotes and outlook:
Sunderland’s chief commercial officer, Ashley Peden, said: “Following a season which saw the club come together on and off the field, finding the right partners for this next step has been a huge focus. The strength of the LiveScore brand and the fact that fans are central to everything LiveScore Group stands for made this relationship an incredibly exciting proposition. With prominence across our first-team sleeves, training wear and warm-up kit, we are excited about working closely with the brand to create even more engaging experiences for our fans.”
LiveScore marketing director Dominic Vye added that the company will roll out a series of initiatives to bring the partnership to life. For now, the LiveScore Bet logo will appear on Sunderland shirts for the club’s opening home game against West Ham United on 16 August.
Overview:
Sunderland secures a high-profile sleeve sponsorship with LiveScore for 2025/26, aligning the club with enhanced fan experiences and cross-promotion across matchday and training surfaces, while navigating the evolving landscape of betting sponsorship in the Premier League. The relationship could extend beyond this season as the league approaches tighter front-of-shirt restrictions. This partnership complements W88’s shirt sponsorship and keeps Sunderland at the center of a changing sponsorship environment in English football.