LiveScore Signs Shirt Sponsorship And Betting Partnership Deal With Sunderland
LiveScore has signed a multi-faceted partnership deal with English Premier League newcomers Sunderland for the 2025-26 season.
The collaboration will see LiveScore Bet, the group’s sports betting app, become official sleeve partner on Sunderland’s first-team shirts.
It will also be the northeast club’s official sports betting partner for the new season ahead.
LiveScore, the media side of the business which provides live football scores and news through the LiveScore app, has become Sunderland’s exclusive training wear partner and will also act as the club’s official scores partner.
It comes in the same week that LiveScore appointed Enteractive to run reactivation campaigns across its two UK sports betting sites, LiveScore Bet and Virgin Bet, as the company explores new ways to attract and engage its audience.
Sunderland’s Betting partnerships
The alliance with LiveScore is the second betting deal that Sunderland have signed for the 2025-26 season.
In June the club announced that sports betting and online casino operator W88 was to be the club’s front of shirt sponsor.
W88 is mostly active in Asia and replaced another gambling company, UK-based Spreadex, who had been the shirt sponsors since 2022-23.
That deal can only run until next summer as front of shirt sponsorship by betting companies will be banned in the Premier League from the start of the 2026-27 season.
The new branding on the men’s kit, manufactured by hummel, will make its debut when Sunderland kick-off the new season at home to West Ham United on August 16.
Reaction From LiveScore And Sunderland
Dominic Vye, marketing director at LiveScore and LiveScore Bet, said: “We are extremely excited to be partnering with Sunderland AFC at this monumental moment in their history.
“Sunderland supporters are famed within the game for their passion and pride, and the special place which the club holds in their community.
“As brands, LiveScore Bet and LiveScore are all about fuelling fans’ passion for sport.
“We can’t wait to unveil a series of initiatives which will bring this to life for Sunderland fans at home and around the world.”
Ashley Peden, Sunderland’s chief commercial officer, said: “We are delighted to welcome LiveScore and LiveScore Bet into the Sunderland AFC family ahead of our return to the Premier League.
“Following a season which saw the Club come together on and off the field, finding the right partners for this next step has been a huge focus.
“The strength of the LiveScore brand and the fact that fans are central to everything LiveScore Group stands for made this relationship an incredibly exciting proposition.
“With prominence across our first-team sleeves, training wear, and warm-up kit, we are excited about working closely with the brand to create even more engaging experiences for our fans.”
Jim Munro is a betting industry and gambling expert who has been a national newspaper journalist for over 30 years, predominantly at The Sunday Times and The Sun, where he wrote a weekly soccer betting column. Jim also worked on the launch of Virgin Bet with Gamesys and was subsequently head of editorial at LiveScore, the sports media and betting group.
