Shuffle.com Becomes Sunderland AFC's Official Sleeve Partner

In February 2023, a small team in Melbourne switched on a crypto casino that, by its founder's own admission, was built by people who had never run one. This Saturday night, the same logo will be on the sleeve of a Premier League shirt at the Stadium of Light, in front of a worldwide TV audience, against the reigning champions. Shuffle.com is the new Official Sleeve Partner of Sunderland AFC, and the multi-year deal is the biggest step the brand has taken onto the international stage so far.

This is the story of how Shuffle got here, what the Sunderland partnership actually includes, when you will see it, and how fans can put the logo on their own shirt.

From a Melbourne launch to a Premier League sleeve

Shuffle's rise has been fast even by crypto standards. The milestones, in order:

• February 2023. Shuffle.com goes live under Natural Nine B.V. in Curaçao. Founder Noah Dummett, a farm kid who taught himself to code at 14, later said the team "came into our February launch not knowing a thing about running a betting platform."
• Late 2023. Monthly wagers pass $250 million and the business turns profitable in its fifth month.
• March 2024. The SHFL token launches, and the first airdrop hands 100 million tokens to everyone who played in year one.
• June 2024. A million-dollar-a-year esports deal with Into the Breach, Shuffle's first major sponsorship, aimed squarely at the Counter-Strike and Dota crowd.
• October 2024. Shuffle passes $2 billion in bets in a single month and the SHFL Lottery holds its first $1,000,000 draw. Analysts rank it the third-largest crypto casino in the world.
• 2025 to 2026. Lottery pools climb past $4 million, the site earns independent RNG certification, and the third airdrop begins paying top players every single week.
• September 2026. Shuffle's logo goes on the shirt of a Premier League club.

The full journey is in our post on the story of Shuffle. What matters here is the direction: each step took Shuffle a little further from its crypto-native corner and closer to the mainstream. The Sunderland deal is the biggest of those steps yet.

Why this is a milestone for Shuffle

Until now, Shuffle's marketing has been built almost entirely on creators, streamers, esports and its own community. That is how a casino goes from zero to $2 billion months without a single billboard. It is also a ceiling: the audience that watches Kick streams and Counter-Strike majors is large, but it is not the audience that watches Premier League football on a Saturday night.

A sleeve on a Premier League shirt changes that. Sunderland play in the most-watched football league in the world, are back in Europe in the UEFA Europa League, and have a supporter base that has grown well beyond the North East. Every match, every highlight package and every replayed goal now carries the Shuffle mark to people who have never heard of a crypto casino. That is what "brand awareness" means in practice, and it is the reason both sides describe the deal as a growth platform rather than a badge.

The club sees it the same way. Scott McCubbin, Sunderland's Chief Commercial Officer, described two ambitious brands that both want to challenge at the highest level, and said the partnership gives Shuffle a real platform to build awareness internationally while the club creates new content and experiences for its supporters around the world. Noah Dummett kept it short: "we're both here to stay as globally recognised brands."

There is a shared challenger streak in the pairing too. Sunderland are an established club that spent years out of the top flight and are now pushing back towards it with European football. Shuffle is an established casino that still talks about overtaking the biggest names in its sector. Neither is content to stand still, which is roughly what a sponsorship built on a "challenger mindset" is supposed to say.

The Shuffle Sunderland deal at a glance

What the sponsorship includes

The core of the deal is the sleeve: Shuffle's mark sits on the Sunderland first-team jersey in every competition the club plays this season, from Premier League weekends to cup ties and Europa League nights across the continent.

Around it, the two sides are planning a programme that runs beyond matchday. Exclusive content, fan experiences, digital activations and influencer marketing across Sunderland's social channels, digital platforms and the stadium itself. In plain terms, expect Shuffle to show up in the club's videos, competitions and matchday experience, not only on a shirt. Given how Shuffle has always worked with creators, the influencer side is the part to watch.

Why a sleeve, and why now

From the 2026-27 season, Premier League clubs no longer carry gambling brands on the front of the matchday shirt, under the agreement the clubs reached in 2023. Sleeve deals are still allowed, so the sleeve has become the place where the major betting sponsorships in English football now live. For a brand arriving in football for the first time, it is also the natural entry point: high visibility, without the front-of-shirt price tag.

Saturday night against the champions

The debut could hardly be bigger. On Saturday 12 September 2026, Sunderland host reigning Premier League champions Arsenal at the Stadium of Light in match-round four. Kick-off is 8pm UK time and the game is live on TNT Sports. Every first-team fixture after that, home and away, carries the logo as well.

Granit Xhaka, the former Arsenal midfielder, fronts the Sunderland x Shuffle announcement. His old club are the first opponents.

How to get the Shuffle logo on your Sunderland shirt

Supporters who already own the 2026-27 jersey can have the Shuffle sleeve logo added free of charge. The details from the club:

• Available from the week commencing 21 September 2026.
• Only at the Stadium Store, and only on non-matchdays.
• Not offered at the Bridges store or through the online shop.

Bring the shirt with you; the printing is done in store.

What it means for Shuffle players

If you already bet on Shuffle, read this as a statement about the sportsbook. Shuffle's sports betting side covers the Premier League, the cups and European football alongside its casino, and a multi-year football deal suggests sport is a long-term focus rather than an add-on. Sunderland's own fixtures, Arsenal on Saturday included, are on the Shuffle sportsbook.

Frequently asked questions

Who is Sunderland's sleeve sponsor for 2026-27? Shuffle.com. The multi-year deal was announced on 11 September 2026 and the logo debuts against Arsenal on 12 September.

Is Shuffle the main Sunderland shirt sponsor? Shuffle is the Official Sleeve Partner, so its logo appears on the sleeve of the first-team shirt in every competition.

Is this Shuffle's first football sponsorship? It is Shuffle's first shirt deal with a top-flight football club. Its earlier sponsorships were in esports and creator content.

What is Shuffle? Shuffle.com is a crypto casino and sportsbook that launched in 2023, with its own SHFL token, a weekly million-dollar lottery and one of the largest game libraries in the sector. See Shuffle: the story for how it got here.

Can fans get the Shuffle logo printed on their shirt? Yes, free of charge at the Stadium Store on non-matchdays from the week of 21 September 2026. It is not available at Bridges or online.

Gambling involves risk, and a sponsorship changes nothing about that. Only bet with money you can afford to lose. 18+ only.