Sunderland AFC, a professional soccer club based in Sunderland, England, has unveiled a new partnership with LiveScore Group, the company behind the LiveScore Bet sports betting brand. This will provide the latter with significant exposure across the team’s media and stadium.
LiveScore Forms Strong Bond with the Club
Coming just in time for the 2025-26 Premier League season, the partnership will see LiveScore Group positioned as a principal partner of Sunderland AFC. In addition to that, the LiveScore Bet brand will become the team’s official sports betting partner and will get to have a “significant presence” on Wearside during the season.
According to the club, the latest partnership has fan experience at its heart. As a result, soccer enthusiasts can look to a variety of activations featuring LiveScore Group and Sunderland AFC. The official announcement teased that Sunderland aficionados can look forward to a variety of unique experiences and special prizes.
Additionally, LiveScore Bet will serve as Sunderland AFC’s official sleeve partner and will appear on the team’s iconic red and white stripes. The new jerseys featuring the betting brand’s logo are set to be inaugurated during the upcoming game against West Ham United at the Stadium of Light.
That’s not all, however, as LiveScore, which is Europe’s leading real-time live scores app, will also become Sunderland AFC’s official scores partner and official training wear partner. The app’s logo will thus appear on all first-team training and warm-up kits, according to the announcement.
Fans Should Look Forward to More Engaging Experiences
Ashley Peden, Sunderland AFC’s chief commercial officer, commented on the new tie-up, welcoming LiveScore Group to the Sunderland family. Peden noted that the partnership comes just in time for the club’s return to the Premier League.
The strength of the LiveScore brand and the fact that fans are central to everything LiveScore Group stands for made this relationship an incredibly exciting proposition. With prominence across our first-team sleeves, training wear, and warm-up kit, we are excited about working closely with the brand to create even more engaging experiences for our fans.
Ashley Peden, CCO, Sunderland AFC
Dominic Vye, marketing director at LiveScore and LiveScore Bet, was similarly pleased with the deal and expressed excitement about the opportunity to work with Sunderland AFC. He praised the club for its historic rise and loyal fanbase, noting that it reflects LiveScore’s ethos.
Vye concluded: “As brands, LiveScore Bet and LiveScore are all about fueling fans’ passion for sport. We can’t wait to unveil a series of initiatives which will bring this to life for Sunderland fans at home and around the world.”