LiveScore Signs Partnership with Sunderland AFC for 2025-26 Season

Under the agreement, LiveScore Bet will serve as Sunderland AFC’s Official Sleeve Partner and Official Sports Betting Partner, while LiveScore will also take on the role of the Club’s Official Training Wear Partner and Official Scores Partner.

As part of the deal, LiveScore Bet branding will feature on the sleeves of Sunderland’s first-team shirts throughout the season, marking a prominent presence in all competitive fixtures. The partnership also extends to training and warm-up kits, allowing the brand to be closely associated with the squad’s preparations and day-to-day activity. Fans can also expect to see LiveScore as the Club’s Official Scores Partner, reinforcing its role in real-time football coverage and match updates.

Beyond kit branding, the partnership includes a wide range of collaborative opportunities. Sunderland supporters will benefit from access to ticket allocations, player appearances, LED perimeter advertising, and exclusive social media content. The arrangement will also incorporate fan engagement initiatives, giving supporters the chance to take part in unique activities and experiences throughout the season.

LiveScore Bet branding is set to make its debut during Sunderland’s first Premier League match of the season against West Ham United at the Stadium of Light on Saturday, 16 August 2025.

Dominic Vye, Managing Director of LiveScore and LiveScore Bet, commented: “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 makes this partnership especially meaningful.”

Ashley Peden, Sunderland AFC Chief Commercial Officer, 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.”

This announcement comes on the heels of LiveScore Group’s recent reactivation partnership with Enteractive and coincides with Sunderland’s return to the Premier League for the first time in almost a decade. It also follows news that former England and Chelsea captain John Terry has joined the football prediction app Lebom as an ambassador and investor ahead of the new season.