LIVESCORE GROUP SIGNS EXCLUSIVE DEAL WITH SUNDERLAND AFC AHEAD OF PREMIER LEAGUE RETURN
- The agreement will see the LiveScore Bet brand take billing as the Official Sleeve Partner and an Official Sports Betting Partner of Sunderland AFC
- The significant new relationship will also see the LiveScore brand become the exclusive Official Training Wear Partner and Official Scores Partner of Sunderland AFC
13 August 2025: LiveScore Group, the global sports media and betting business, has agreed a deal with Sunderland AFC to become one of the Club’s Principal Partners. The new partnership includes significant and exclusive first-team shirt sleeve, training wear and warm-up kit branding amongst several categories for the 2025-26 season.
The agreement will see the LiveScore Bet brand displayed on first-team shirts as the Official Sleeve Partner, whilst the LiveScore brand – Europe’s leading real-time live scores app – will feature on training and warm-up kit as the exclusive Official Training Wear Partner. LiveScore is also the Official Scores Partner of the Club.
With the North-East giants returning to the Premier League after nearly a decade, the partnership kicks off at a hugely exciting moment in Sunderland AFC’s history. The LiveScore Bet logo will first appear on the sleeves of the iconic red and white stripes as Sunderland AFC hosts West Ham United at the Stadium of Light on Saturday, 16th August.
Accessing a range of inventory, including tickets, player appearances, LED visibility, social content and more, the partnership will see the LiveScore Bet and LiveScore brands offer a range of exclusive fan experiences throughout the season, rewarding supporters for their passion and support for the Black Cats.
Dominic Vye, Marketing Director at 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 within the game for their passion and pride, and the special place which the club holds in their community.
As brands, LiveScore Bet and LiveScore are all about fuelling fans’ passion for sport. We can’t wait to unveil a series of initiatives which will bring this to life for Sunderland fans at home and around the world.”
Ashley Peden, Chief Commercial Officer at Sunderland AFC, added:
“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. The strength of the LiveScore brand and the fact that fans are central to everything LiveScore Group stands for made this relationship an incredibly exciting proposition. With prominence across our first-team sleeves, training wear, and warm-up kit, we are excited about working closely with the brand to create even more engaging experiences for our fans.”
For more information, please contact press@livescoregroup.com
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About LiveScore Group
Established in 2019, LiveScore Group™ is home to LiveScore, LiveScore Bet and Virgin Bet; three of the most exciting brands in the sports and gaming industries today. The Group is a fully owned and operated ecosystem that converges the most relevant sports content and engaging features with a world-class sportsbook. All served by a purpose-built, in-house tech stack delivering a frictionless customer experience.
Guided by its vision of Fuelling Fans’ Passion for Sport, its model directly addresses several industry challenges. Against a wider backdrop of sports content consumption that is inefficient and uneconomical, modern sports fans are expected to navigate a fragmented ecosystem delivered by different brands and companies across various apps, platforms and devices. Completing basic and repeatable actions require managing multiple paid subscriptions and accounts.
LiveScore Group, centred around its pioneering ‘convergence’ strategy, is improving the symbiotic relationship between the sports media and sports betting industries to deliver better returns and, vitally, a better experience for users.