Sunderland AFC has secured an extensive partnership with Shuffle, a gambling group licensed in Curaçao but lacking a license from the UK Gambling Commission.
Sunderland AFC has made the deal with Shuffle amid increasing criticism of the commercial ties of English football clubs with gambling companies serving the British market illegally.
Under this partnership agreement, Shuffle will also work with Sunderland AFC on exclusive content and promotions.
The Shuttle brand may be on display as Sunderland visits the Emirates Stadium for its match with Arsenal.
This agreement of Sunderland AFC comes shortly after Entain demanded that 10 Premier League clubs terminate their contracts with unlicensed gambling companies.
Entain has previously criticized the sponsorship deal between Stake and Everton, stating that it provides an “implied stamp of legitimacy” to this illegal operator.
According to Shuffle, it is one of the fastest-growing companies in the gaming industry, seeking to lead its market.
Noah Dummett, Shuffle Co-Founder, commented:
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.
