Sunderland AFC has kicked off a major new deal ahead of their Premier League return. The club has signed a multi-year agreement with LiveScore Group. The Sunderland LiveScore partnership will bring branding, fan activations and betting tie-ins throughout the 2025-26 campaign.

  • LiveScore Group becomes Sunderland’s Principal Partner for the 2025-26 season, bringing its sports media and betting brands into the club’s commercial line-up. The agreement includes branding visibility at home games and across multiple fan-facing channels. The company aims to deliver matchday experiences and rewards for supporters.

  • As the club’s Official Sleeve Partner, LiveScore Bet branding will appear on Sunderland’s home and away shirts. This will be in place for their Premier League opener against West Ham United at the Stadium of Light. The sleeve branding is part of a wider visual presence across club assets.

  • LiveScore, known for its real-time sports scores app, takes on the role of Official Scores Partner. It will also be Sunderland’s Official Training Wear Partner. Branding will be displayed on all first-team training and warm-up kit during the season.

  • Dominic Vye, Marketing Director at LiveScore and LiveScore Bet, said the group was “extremely excited to be partnering with Sunderland AFC at this monumental moment in their history.” He highlighted the passion of Sunderland fans and promised new initiatives to engage supporters at home and abroad.

  • Sunderland’s Chief Commercial Officer, Ashley Peden, said securing the right partners was a key focus following last season’s successes. He cited the strength of the LiveScore brand and its focus on fans as reasons for the collaboration. The partnership will include work on creating engaging supporter experiences.

  • LiveScore Bet will also become Sunderland’s Official Sports Betting Partner. This role will include marketing activations linked to matchdays and other club events. It further extends LiveScore Group’s integration into Sunderland’s commercial and fan engagement strategy.

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