Sunderland Partners With Unlicensed Crypto Casino Shuffle
English Premier League club Sunderland has announced a new partnership with centralized crypto casino and sports betting platform Shuffle. The deal, which runs for multiple years, appoints Shuffle as the club's Official Sleeve Partner.
The partnership replaces LiveScore Bet, which was Sunderland's sleeve sponsor during the 2025-26 season. As per Premier League regulations, gambling brands cannot appear on the front of shirts from the 2026-27 campaign onward, but betting and casino companies can still sponsor shirt sleeves.
Curaçao-licensed Shuffle offers a range of casino games, live casino products, and sports betting services. The operator also has its own cryptocurrency, SHFL, while accepting other major tokens like Bitcoin and Ethereum.
This partnership marks the 11th team in the English Premier League to partner with companies that do not have a UK gambling license. Sunderland's latest deal comes despite the club competing in the Europa League next season, where it will face teams from across Europe.