LiveScore has signed a new partnership with Sunderland AFC ahead of the 2025–26 Premier League season. They named LiveScore Bet as the club’s Official Sleeve Partner and Official Sports Betting Partner.
Under the deal, LiveScore Bet’s branding will feature on Sunderland’s first-team shirt sleeves for the entire season. The brand will also appear on training and warm-up kits. Additionally, they will act as the club’s Official Scores Partner.
Broader Partnership Benefits
The agreement includes ticket allocations, player appearances, LED perimeter advertising, and collaborative social media content. Supporters can also expect interactive fan engagement activities throughout the campaign.
Fans will see the LiveScore Bet logo in action for the first time. This will occur when Sunderland faces West Ham United at the Stadium of Light on Saturday, 16 August 2025.
Shared Excitement for Sunderland’s Premier League Return
Dominic Vye, Managing Director of 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 for their passion, pride, and the special place the club holds in their community.”
Sunderland AFC CCO Ashley Peden added:
“Following a season that brought the club together on and off the pitch, finding the right partners for this next step has been a major focus. We’re delighted to welcome LiveScore and LiveScore Bet into the Sunderland family ahead of our Premier League return.”
The announcement follows LiveScore Group’s recent reactivation partnership with Enteractive. It coincides with Sunderland’s first Premier League season in nearly a decade. It also comes as former England captain John Terry joined prediction app Lebom as an ambassador and investor ahead of the new campaign.
