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Sunderland AFC has officially announced W88 as the club’s new Principal Partner for the 2025/26 season — a move that marks a significant step forward for both the football club and the global online gaming brand.
As part of this new partnership, the W88 logo will feature prominently on the front of Sunderland’s home and away kits throughout the upcoming campaign. This collaboration not only strengthens the club’s commercial profile but also underscores W88’s continued investment in the world of professional football.
An Exciting Collaboration Begins
W88, known for its presence in the international iGaming and sportsbook sector, brings with it a strong legacy of working with prominent football clubs around the world. The partnership with Sunderland represents a shared vision of growth, performance, and community engagement.
Speaking about the partnership, Sunderland AFC’s Chief Business Officer David Bruce expressed his enthusiasm:
“We are delighted to welcome W88 as our new Principal Partner. The brand has established a strong reputation across football and sport globally, and we’re looking forward to growing our partnership and enhancing the club’s commercial potential.”
W88 is equally optimistic about the venture. A spokesperson from the brand stated:
“It’s a huge honour to partner with Sunderland AFC, a club with proud traditions, and one that is widely admired for its community values. We’re thrilled to join the club’s journey and engage with its passionate supporters.”
A Forward-Thinking Approach
This partnership continues a growing trend of football clubs joining forces with digital brands to create global visibility and new revenue streams. With a rich football heritage and one of the most passionate fanbases in England, Sunderland’s association with W88 is expected to generate significant exposure both on and off the pitch.
As part of this agreement, W88 branding will also appear across various club assets, including digital platforms and matchday experiences, reinforcing the partnership at every fan touchpoint.
What’s Next?
The announcement arrives ahead of the launch of Sunderland’s new kits, where fans will see W88’s branding officially take center stage. Both the club and W88 are optimistic that this season will not only bring strong performances but also inspire deeper connections between the club, its commercial partners, and the global football community.
