Principal Partner
W88 Named Principal Partner of Sunderland AFC
01. What does Principal Partner mean for W88 at Sunderland?
As Principal Partner, W88 is Sunderland's top-tier commercial sponsor, securing front-of-shirt branding rights and exclusive Asian betting partner status for the 2025-26 season.
02. Has W88 sponsored other Premier League clubs?
Yes. W88 has previously partnered with Aston Villa, Burnley, Crystal Palace, Fulham, and Wolverhampton Wanderers as shirt sponsors in the Premier League.
03. How long does the W88 Sunderland principal partnership last?
The agreement covers the 2025-26 Premier League season. The Premier League's gambling sponsorship ban on front-of-shirt placements comes into effect in 2026-27.
04. What markets does W88 target through the Sunderland deal?
W88 primarily targets Asian markets including those in Southeast Asia and parts of Latin America, activating outside the United Kingdom.
05. Who announced the W88 principal partnership?
Sunderland AFC's Chief Commercial Officer Ashley Peden and a W88 spokesperson both made statements on 27 June 2025 confirming the record-breaking deal.