Sunderland AFC has finalized a significant partnership with Shuffle, a gambling organization licensed in Curaçao but lacking approval from the UK Gambling Commission. This deal has drawn scrutiny amid rising criticism of English football clubs forging commercial relationships with gambling companies that operate illegally in the British market.
As part of the agreement, Shuffle will collaborate with Sunderland AFC on exclusive promotions and content. The Shuffle brand is expected to be featured prominently as Sunderland plays Arsenal at the Emirates Stadium.
This partnership emerges just after Entain urged ten Premier League clubs to sever ties with unlicensed gambling firms. Entain has previously voiced concerns about the sponsorship agreement between Everton and Stake, suggesting it confers an “implied stamp of legitimacy” to operators that lack proper licensing.
Shuffle touts itself as one of the fastest-growing entities in the gaming sector, aiming to take a leading position in its market. Noah Dummett, Co-Founder of Shuffle, stated, “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.
