Sunderland have announced their new shirt sleeve sponsor

Sunderland have announced that Shuffle, 'a leading centralised crypto casino and sports betting platform', have signed a deal to become the club's official shirt sleeve sponsor.

The company's branding will feature on the club's shirts for the first time on Saturday night when Arsenal visit the Stadium of Light. The deal will provide a further boost to the club's growing revenues, and has been confirmed as a multi-year partnership.

The club's Chief Commecial Officer, Scott McCubbin, said: “We are delighted to welcome Shuffle as our Official Sleeve Partner. There is a strong alignment between our two brands, both of which have ambitious plans for growth and a determination to challenge at the highest level.

“Shuffle is an exciting, ambitious global brand and we are looking forward to working closely with them as they continue to build their profile and pursue their ambition to become a market leader. Sunderland’s global reach is stronger than it has been for many years. This partnership gives Shuffle a significant platform to build awareness internationally, while allowing us us to create innovative content and experiences for our supporters around the world.”

Noah Dummett, Shuffle Co-Founder, said: "We’re incredibly excited to begin our partnership with Sunderland AFC. We share a lot of the same values, we both have the ambition to be the best, and we’re both here to stay as globally recognised brands.

“Sunderland AFC has a strong presence among Premier League fans around the world, and we couldn’t be more thrilled to be aligned with the team and supporters as they push to the top."

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A club statement added: "Alongside the visibility provided by the Club’s first-team shirts in both Premier League, domestic Cups and UEFA Europa League competition, Sunderland and Shuffle will collaborate on a programme of exclusive content, fan experiences, digital activations and influencer marketing, creating new ways for Shuffle to engage with the Black Cats’ passionate and increasingly global supporter base, with a distinctive presence across its extensive digital, social and matchday ecosystem."

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