English Premier League Club Sunderland Partners With Crypto Casino Shuffle

English Premier League soccer club Sunderland has announced a new multi-year partnership with centralized crypto casino and sports betting platform Shuffle, appointing the company as the club’s Official Sleeve Partner. The deal comes despite Shuffle not having an official UK license. Sunderland and Shuffle Strike Deal The partnership replaces LiveScore Bet, which served as Sunderland’s sleeve sponsor during the 2025–26 season. Although Premier League regulations prohibit gambling brands from appearing on the front of shirts from the 2026–27 campaign onward, betting and casino companies can still sponsor shirt sleeves. Curaçao-licensed Shuffle offers a range of casino games, live casino products and sports betting. The operator also has its own cryptocurrency, SHFL, while accepting other major tokens, including Bitcoin and Ethereum. As Shuffle does not hold a UK gambling licence, its services should not be available to customers in the country. However, it is not the only unlicensed operator to have established a partnership with a leading Premier League club. Earlier this summer, Everton similarly announced a sleeve sponsorship agreement with online casino Stake, despite the operator having surrendered its UK gambling licence. With Sunderland’s latest deal, 11 out of the 20 teams in the English Premier League now have a partnership with companies that do not have a UK gambling license. Back in 2023, Premier League clubs collectively agreed to end gambling sponsorships on the front of their shirts, where casino logos can be quite easily seen. Now that the 2026-27 season is coming, this ban will come into effect, leaving teams having to find alternative places to put the branding of their gambling sponsors. What Else Will Sunderland and Shuffle Collab On? Sunderland and Shuffle will also work together on a program featuring content, fan experiences, digital activations and influencer marketing. According to the club, the partnership will allow Shuffle to connect with Sunderland’s “increasingly global supporter base”. During the 2026-27 season, Sunderland will compete in the Europa League, a tournament that brings together clubs from across Europe. The campaign will mark the club’s first appearance in European competition since the 1973-74 season. Sunderland chief commercial officer Scott McCubbin described Shuffle as an “exciting, ambitious global brand.” He added that the club is looking forward to working closely with the company as it continued to strengthen its profile and pursue its goal of becoming a market leader. In other news from the UK, two more Conservative Party officials have pleaded guilty on an ongoing gambling fraud scandal linked to the 2024 UK general election.