Sunderland AFC has entered into a significant sponsorship agreement with Shuffle, a gambling group that holds a license in Curaçao but is not authorized by the UK Gambling Commission. This move has sparked rising criticism regarding English football clubs' associations with gambling entities that operate illegally in the UK market.
As part of the partnership, Shuffle will collaborate with Sunderland AFC to create exclusive content and promotional activities. Fans can expect to see the Shuffle brand during Sunderland's upcoming match against Arsenal at the Emirates Stadium.
This deal follows a call from Entain, which urged ten Premier League clubs to end their affiliations with unlicensed gambling operators. Entain has voiced concerns regarding the legitimacy provided to illegal companies through sponsorship deals, pointing to the contract between Stake and Everton as an example.
Shuffle claims to be one of the fastest-growing companies within the gaming industry and aims to lead its market sector. Noah Dummett, Co-Founder of Shuffle, expressed his enthusiasm for the partnership, stating, "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 recognized 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."
