All bets are on with Black Cats' record W88 deal

SUNDERLAND AFC have confirmed a club-record commercial deal with betting company W88.

- By CLIVE YOULTON Football writer [e-mail]

The agreement sees W88 become the club's new principal partner and, as part of the most significant commercial agreement in the club's history, the leading sports betting and online casino operator also becomes the club's Front-Of-Shirt partner and exclusive Asian Betting Partner.

W88 has partnered with numerous Premier League Clubs in recent years, including Aston Villa, Burnley, Crystal Palace, Fulham and Wolverhampton Wanderers.

Now Sunderland have joined that list and, activating outside the United Kingdom, the agreement will enable W88 to take advantage of the club's global reach, which will include their branding appearing on all playing and adult replica home, away, and third shirts throughout the 2025/26 season.

The Black Cats’ chief commercial officer, Ashley Peden, said that it was the largest commercial deal in the club’s history and that it would help investment in the squad.

A club statement also hinted that a number of further partnerships will be announced, stating that the announcement marks the start of SAFC's business operation, as the club continues to expand its global partnership portfolio.