Shuffle Enters the Premier League as Sunderland's Official Sleeve Partner

The partnership will last several years and covers Premier League, domestic cup competitions, and Europa League matches. Shuffle's logo made its first appearance on Sunderland's sleeve on September 12 against Arsenal. The new deal replaces LiveScore Bet, which held the sleeve spot last season. 

This is the first time Shuffle has sponsored a Premier League club. With the Black Cats also playing in Europe this season, it gives the brand a strong platform to reach a wider audience.

Sunderland AFC are based in Sunderland, in the North East of England, and play their home games at the Stadium of Light. 

The club won back-to-back promotions to reach the Premier League for the 2025-26 season, ending a long spell outside of England’s top flight. They have stayed up for a second straight season and qualified for European football, putting them in the spotlight more than they have been in recent years.

Known as the Black Cats, Sunderland have one of the most passionate fan bases in English football. Their return to the Premier League and Europe has made them an attractive commercial partner, which helps explain the timing of the Shuffle deal.

The partnership covers more than just Shuffle’s logo on the first team jersey. Sunderland and Shuffle plan to work together on digital content, supporter experiences, and influencer marketing. They will use the club's matchday and social channels to introduce Shuffle to fans at home and abroad.

Sunderland's Chief Commercial Officer, Scott McCubbin, said the two brands share similar ambitions. He pointed to Shuffle's growth and the club's push to compete near the top of the table again. Shuffle co-founder Noah Dummett said the two organizations share a drive to become major names in their respective fields.

It is worth noting where this fits into the bigger picture. Front-of-shirt gambling sponsorships are being phased out at the end of this season. However, sleeve sponsorships from betting and casino brands are still allowed, which is why several clubs have leaned into that space this summer.

Shuffle is one of the fastest-growing names in online casino and sports betting. Its sportsbook covers soccer alongside the NFL, basketball, baseball, tennis, MMA, and more. Shuffle operates under a licence from the Curaçao Gaming Control Board. It ranks among the top operators in several international markets, including Canada, France, and Argentina.

Shuffle is not available to players in the UK as it does not hold a UK Gambling Commission licence. Even so, this deal still gives the brand real value. The English Premier League is watched by a huge global audience. This means Shuffle picks up TV exposure in the many markets where it does operate, without needing a UK licence to benefit from the association.

For bettors curious about the platform itself, our Shuffle.com Review breaks down the sportsbook, casino games, payment options, and overall user experience in detail.

Signing up with Shuffle is straightforward. Here is how to claim the current offer through our Shuffle Promo Code page.

Football bettors can also check out Shuffle's EPL Goal Protection promo. It is a Premier League offer that fits well with Shuffle's new role on Sunderland's sleeve this season.