While the exact financial terms have not been publicly disclosed, the W88 Sunderland sponsorship has been described as a multi-million pound agreement and the largest commercial deal in Sunderland AFC's history.

W88 is a long-established online sports betting and casino operator primarily active in Asian markets. The brand has a track record of successful Premier League sponsorships since 2018.

W88 shirts have been worn by players at Leicester City (2018), Aston Villa (2019), Crystal Palace (2020), Fulham (2022), Burnley (2023-24), and Sunderland AFC (2025-26).

The W88 sponsorship revenue allows Sunderland AFC to invest in the playing squad and infrastructure needed to compete in the Premier League, while also expanding the club's global profile in Asian markets.

From the 2026-27 season, Premier League clubs can no longer display gambling sponsors on the front of their shirts. Companies like W88 can still appear on sleeves and in other stadium or digital branding positions.