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Sunderland signs sponsorship deal with unlicensed crypto gambling operator Shuffle

Sunderland AFC has partnered with Shuffle, a crypto betting platform that lacks a UK Gambling Commission licence, to feature as the club sleeve sponsor.

Written by the BettingEdgeHub desk, 11 September 2026

Sunderland AFC recently announced a multi year agreement with Shuffle. This crypto based sports betting and casino brand will now appear on the kit sleeves of the club. The deal covers various competitions including the Premier League, Carabao Cup, FA Cup and Europa League.

Concerns over unlicensed operators

Shuffle currently lacks a licence from the UK Gambling Commission. It operates solely under a licence from the Curaçao Gaming Control Board. This partnership follows similar moves by other clubs like Chelsea, Newcastle United and Tottenham Hotspur.

Major betting companies have expressed frustration regarding these arrangements. Entain, the owner of Ladbrokes Coral, has written to several clubs to protest the promotion of unlicensed brands. They argue that these deals provide a false sense of legitimacy to platforms that do not follow UK regulations.

Government scrutiny and future rules

The government is currently reviewing whether to ban the sponsorship of unlicensed gambling operators in sports. While the consultation period has closed, any potential restrictions are unlikely to take effect before the 2027 season. Sunderland remains the only Premier League club currently without a front of shirt sponsor.

The club previously ended a deal with another unlicensed bookmaker due to existing regulations. They are now moving toward a sponsorship with Visit Ghana for their main shirt branding. Despite this, the sleeve deal with Shuffle continues to attract attention from industry critics.

Ambitions for the new partnership

Shuffle claims to be one of the fastest growing brands in the gaming industry. Their leadership expressed excitement about the partnership and the opportunity to grow their global presence alongside the club. They intend to provide fan activations and influencer content as part of the collaboration.

What it means for a bet

Bettors should be aware that platforms without a UK licence may not offer the same level of consumer protection as licensed operators.

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