Sunderland AFC has established a significant partnership with Shuffle, a gambling group licensed in Curaçao but without a license from the UK Gambling Commission. This deal has sparked increasing criticism regarding the commercial relationships that English football clubs hold with gambling companies that operate illegally in the British market.
As part of this agreement, Shuffle will collaborate with Sunderland AFC on exclusive content and promotional activities. Fans can expect to see the Shuffle brand prominently featured during Sunderland's upcoming match against Arsenal at the Emirates Stadium.
This announcement comes soon after Entain, a major gambling operator, urged 10 Premier League clubs to cut ties with unlicensed gambling entities. Entain has previously voiced concerns about the sponsorship arrangement between Stake and Everton, arguing that it grants an "implied stamp of legitimacy" to operators that are not complying with UK regulations.
Shuffle positions itself as one of the fastest-growing names in the gaming industry, aiming to lead in its sector. Noah Dummett, Co-Founder of Shuffle, expressed enthusiasm for their new relationship with Sunderland AFC, 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 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."
