LiveScore has signed a major partnership with Sunderland AFC ahead of the 2025-26 Premier League campaign. Under the agreement, LiveScore Bet will serve as the club’s Official Sleeve Partner and Official Sports Betting Partner for the upcoming season. The company’s branding will appear prominently on the sleeves of Sunderland’s first-team shirts throughout the season.

In addition to its sleeve sponsorship, LiveScore has been named Sunderland’s Official Training Wear Partner and Official Scores Partner. This will see the LiveScore brand also feature across the team’s training and warm-up kits.

Benefits for Fans and Club Engagement

The partnership extends beyond shirt branding, offering a variety of benefits for the club and its supporters. LiveScore will gain access to ticket allocations, player appearances, LED perimeter advertising and exclusive social media content opportunities. Supporters can look forward to participating in fan engagement activities throughout the season, bringing them closer to the team and its players.

LiveScore Bet’s branding will make its first official appearance during Sunderland’s match against West Ham United at the Stadium of Light on Saturday, 16 August 2025.

Statements from Both Parties

Dominic Vye, Managing Director of LiveScore and LiveScore Bet, expressed enthusiasm about the collaboration. “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.”

Sunderland AFC’s Chief Commercial Officer Ashley Peden also welcomed the new partnership, highlighting its importance as the club returns to the Premier League. “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,” Peden stated.

Context and Wider Industry Moves

This sponsorship announcement comes at a pivotal time for both parties. While Sunderland marks their first Premier League season in a decade with a new partnership, LiveScore Group continues its involvement in football-based sponsorships.

The news also aligns with other developments, such as former England and Chelsea captain John Terry joining prediction app Lebom as an ambassador and investor. These moves reflect the increasing intersection of sports, technology and fan engagement in modern football.