LiveScore Group Signs Exclusive Deal With Sunderland AFC

LiveScore Group 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 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 club returning to the Premier League after nearly a decade, the LiveScore Bet logo will first appear on the sleeves of the club’s jersey as they host West Ham United at the Stadium of Light on Saturday, 16th August.

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.”

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.”