LiveScore Group has secured a series of exclusive partnerships with Premier League side Sunderland AFC.
The operator’s LiveScore Bet brand has been named as the Wearside club’s official sports betting partner and official sleeve partner for the 2025-26 season.
LiveScore Bet’s logo will appear on Sunderland’s kit in time for its first game of the season against West Ham United on 16 August.
As part of the sports betting partnership, the operator will have access to tickets, player appearances, LED visibility and social content, as LiveScore Bet and LiveScore offer a range of exclusive fan experiences throughout the season.
The operator’s LiveScore brand, which functions as a real-time live scores app, will serve as the club’s official training wear partner for the upcoming season.
LiveScore has also been named as Sunderland’s official scores partner as part of the spate of agreements.
Dominic Vye, marketing director at LiveScore and LiveScore Bet, said: “We are extremely excited to be partnering with Sunderland AFC at this monumental moment in their history. Sunderland supporters are famed within the game for their passion and pride and the special place which the club holds in their community.
“As brands, LiveScore Bet and LiveScore are all about fuelling 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.”
Ashley Peden, chief commercial officer at Sunderland AFC, added: “We are delighted to welcome LiveScore and LiveScore Bet into the Sunderland AFC family ahead of our return to the Premier League.
“Following a season which saw the club come together on and off the field, finding the right partners for this next step has been a huge focus. 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.”
LiveScore Group becomes the latest operator to partner with a Premier League team in some capacity in the run up to the new season.
Bally’s and BoyleSports have announced front-of-shirt sponsorship deals with Nottingham Forest and West Ham, respectively, ahead of the new campaign.
From the 2026-27 season onwards, gambling company front-of-shirt sponsorships will be prohibited in the Premier League.
SBK, the sportsbook brand of Smarkets, has also signed a deal with AFC Bournemouth to become the South Coast club’s official training wear partner.
The post LiveScore Group secures exclusive sports betting deals with Sunderland AFC first appeared on EGR Intel.
Operator’s LiveScore Bet brand named as official sports betting partner and sleeve partner for the newly promoted side, in addition to securing training wear and scoreline partnerships
The post LiveScore Group secures exclusive sports betting deals with Sunderland AFC first appeared on EGR Intel.