W88 Sponsors Sunderland AFC – Record Premier League Deal
On June 27, 2025, Sunderland AFC confirmed W88 as their new principal partner and front-of-shirt sponsor for the 2025–26 Premier League season. The deal, widely reported as the most significant commercial agreement in the club's 150-year history, sees W88's branding appear on all three playing kits — home, away, and third — throughout the season.
Key Details of the W88–Sunderland Partnership
- Scope of Sponsorship: W88 branding features on the front of all adult replica shirts for the entire 2025–26 season, making it the most prominent placement available in the Premier League.
- Asian Betting Partner: In addition to the shirt deal, W88 becomes Sunderland's exclusive official Asian betting partner, enabling targeted marketing campaigns across Asian markets.
- Commercial Impact: Sunderland Chief Commercial Officer Ashley Peden stated the agreement "will contribute significantly towards enabling the club to compete in the Premier League," highlighting the financial importance of the deal for the newly-promoted club.
- Global Reach: A W88 spokesperson noted that Sunderland represents "the perfect partner to activate within our overseas target markets," with the Premier League's worldwide broadcast reach providing unparalleled brand exposure across Asia.
- Timing: The deal coincides with Sunderland's return to the Premier League after an eight-year absence, secured through the Championship play-offs. This timing maximises media coverage for both parties.
W88 replaces UK-based bookmaker Spreadex, who had sponsored Sunderland's shirt since 2022. The new partnership marks a significant shift toward Asian-facing operator sponsorships for the club, following the broader trend seen across the Premier League.
Context: Premier League Gambling Sponsorship Ban
Premier League clubs collectively agreed in 2023 to voluntarily withdraw gambling sponsorship from the front of matchday shirts from the end of the 2025–26 season. This means the W88–Sunderland deal is likely to run for one season in its current form before alternative arrangements are sought for the 2026–27 campaign. However, gambling brands may continue to feature on shirt sleeves and advertising boards beyond the ban.
