EPL's Sunderland's Resurgence fueled by a monumental W88 Betting Sponsorship Agreement
### W88 and Sunderland AFC Secure Landmark Partnership Ahead of English Premier League Return
Sunderland AFC has announced a significant commercial deal with W88, making the Philippines-founded gambling firm their front-of-shirt sponsor for the 2025-26 season. This partnership marks the largest commercial deal in Sunderland's history, designed to help the club compete in the ultra-competitive English Premier League.
The deal, which aligns with the upcoming ban on betting sponsorships from the front of Premier League shirts starting in the 2026-27 season, will provide a cash injection to Sunderland AFC as they aim to survive and thrive in the league. W88 will feature on all playing and adult replica home, away, and third shirts. The company also becomes Sunderland's exclusive sports betting, online casino, and Asian betting partner.
Ashley Peden, Sunderland AFC's Chief Commercial Officer, confirmed the partnership. The W88 spokesperson stated it was an honor to partner with Sunderland AFC, which has a storied history throughout the last 150 years. The partnership was announced through a platform named X.
Meanwhile, West Ham United has also secured a one-season deal with a betting sponsor, although specific details about the partnership are not provided in the available search results. The deal is part of a broader trend where Premier League clubs are maximizing their revenue through gambling sponsorships before the ban takes effect in the 2026-27 season.
The branding rights for Sunderland AFC, provided by W88, are subject to the EPL's ban on gambling sponsorships coming into force in May 2026. This deal is set to help Sunderland AFC navigate the competitive landscape of the English Premier League, with the new season starting in August 2025.
In the upcoming 2025-26 English Premier League season, W88 will be Sunderland AFC's front-of-shirt sponsor, marking a significant milestone in the club's history. This partnership, extending to sports betting, online casino, and Asian betting, will not only provide a financial boost but also align with W88's desire to partner with football clubs in European leagues, including the Premier League.
