Sunderland switches sleeve sponsor to LiveScore, replacing W88

Sunderland switches sleeve sponsor to LiveScore, replacing W88

Sunderland AFC has appointed LiveScore Group as its new sleeve sponsor, replacing the Asian betting brand W88, which had secured the club’s front-of-shirt asset just over six weeks ago.

LiveScore Group is a sports media and betting company behind the LiveScore app and related betting services. The sponsorship will see LiveScore Group branding appear on Sunderland’s kit sleeve for the upcoming season, adding another high-profile betting brand to English football’s sleeve sponsorship lineup.

The deal highlights the ongoing shift in football sponsorship, with clubs continuing to partner with betting firms to diversify revenue streams amid a competitive commercial market. For Sunderland, the collaboration with LiveScore Group aims to boost visibility and commercial opportunities while W88’s asset move had implications for branding across the team’s jerseys.

What this means for fans and the club:
– A new branding presence on the team’s kit sleeve for LiveScore Group.
– A continuation of betting-related sponsorship trends seen across the leagues.
– Potential cross-promotion opportunities for LiveScore’s media and betting products.

Summary: Sunderland has switched sleeve sponsorship to LiveScore Group after W88’s front-of-shirt deal, signaling ongoing commercial activity between English clubs and betting brands and highlighting the rapid pace of sponsorship changes in football.

Additional value notes:
– If available, including quotes from Sunderland’s commercial director and LiveScore Group could add context and reactions from stakeholders.
– Consider adding a brief note on the regulatory environment for betting advertising in football and how it might affect future sponsorships.
– A quick fan sentiment poll or social media reaction section could engage readers and provide a sense of the club’s support for the new partnership.

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