Sunderland, the newly-promoted English Premier League soccer club, have unveiled Asian betting and gaming company W88 as their new primary shirt sponsor for the upcoming season.
The northeast-based team has called the deal “the most significant commercial agreement in the club’s history.”
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As well as becoming Sunderland’s principal partner, the sports betting brand will also serve as the club’s exclusive Asian betting partner.
W88 branding will appear on all playing and adult replica home, away, and third shirts throughout the 2025-26 season.
W88 replaces another betting company, UK-based Spreadex, as the club’s front-of-shirt sponsor.
Sunderland has remained in the betting market for its primary partner despite the impending ban on front-of-shirt betting sponsors in the Premier League from the 2026-27 season onwards.
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By GlobalDataIn the 2024-25 campaign, 11 of the 20 top-flight clubs had betting brands as their shirt sponsors.
Gambling firms spent around $135 million on such deals, the most in the league last season.
The deal with Sunderland sees W88 make a return to the Premier League, having previously had shirt sponsorship agreements with the likes of Fulham and Burnley in recent years.
The betting company has also had partnerships with Aston Villa, Crystal Palace, and Wolverhampton Wanderers.
Ashley Peden, Sunderland’s chief commercial officer, said: “We are delighted to be partnering with W88, who possess a proven track record of establishing successful partnerships with elite sporting organisations, including Premier League football clubs.
“The agreement represents the largest commercial deal in the club’s history, and it will contribute significantly towards enabling the club to compete in the Premier League.”
Sunderland themselves are returning to the English top-tier after an eight-year absence, securing promotion from the second-tier EFL Championship through the play-offs last season.
The Wearside club will begin their 2025-26 Premier League campaign against West Ham United on August 16.
Meanwhile, fellow Premier League team Arsenal have announced a new global partnership with Japanese beer brand Asahi.
The deal will see Asahi Super Dry become the club’s official beer partner, with Asahi UK gaining exclusive pouring rights for lager, ale, and cider at home ground Emirates Stadium from the start of the 2025-26 season.
Asahi’s brands, Asahi Super Dry, Cornish Orchards, and Meantime, will be served at bars throughout the stadium. The partnership will also see Arsenal legends used as part of new digital content and campaigns.
Asahi replaces London brewer Camden Town Brewery, which first partnered with the club in July 2019 before extending its contract ahead of the 2023-24 season. Before that, Danish beer brand Carlsberg held the official beer designation for the north London club.
Arsenal’s chief commercial officer Juliet Slot said: “We’re delighted to welcome Asahi as our new official beer partner – one of the world’s most recognized and popular beer brands.
“Our supporters are at the heart of everything we do, and this partnership marks another step forward in enhancing the matchday experience and connecting with our Gooners around the globe. We’re proud to have brands like Asahi invest in our ambition and join us on our journey to win major trophies.”
