Spreadex and Sunderland AFC Collaborate to Offer Non-Branded Home Shirts for 2024-25 Season!

This decision follows extensive discussions between the club and the company, reflecting a significant shift in their partnership approach.

In June 2022, Sunderland secured a three-year deal with Spreadex, making the company the club’s primary partner. This agreement encompassed front-of-shirt sponsorship, advertising, branding, and more. However, after thoughtful deliberations throughout the last season, both parties have decided to offer fans the option of purchasing the 2024-25 adult home shirt without the prominent Spreadex branding on the front.

The initiative comes in response to concerns about the impact of gambling sponsorships. Spreadex acknowledged the potential issues gambling can create, stating their commitment to promoting safe and responsible gambling within a regulated environment. This move aims to respect and accommodate fans who might prefer a cleaner, non-branded version of the club's shirt.

The new home shirt will be available for purchase starting at 8 am on Friday, both online and at the stadium store located in Black Cat House. This initiative underscores Spreadex's and Sunderland AFC's dedication to addressing fan concerns and enhancing the supporter experience.

Andy MacKenzie, Head of Marketing at Spreadex, expressed his enthusiasm for the initiative. He stated, “We have a fantastic relationship with the club and were only too happy to work on making some replica kits available to fans without our logo on the front. We appreciate some supporters may want the choice of having non-branded shirts to buy and are delighted to have been able to help make this happen.” MacKenzie further emphasized Spreadex's commitment to supporting the club and its fans, highlighting the continuation of competitions and giveaways throughout the season as part of their ongoing partnership.

This decision aligns with a broader trend in football, where clubs and sponsors are increasingly sensitive to the ethical implications of their commercial relationships. For instance, in January, Kindred Group took a similar step by donating its front-of-shirt space on Middlesbrough FC’s shirt to the MFC Foundation for a Championship match against Rotherham, replacing the usual Unibet branding.

Such moves reflect a growing awareness and responsibility within the sports industry, acknowledging the diverse perspectives of fans and the community. By offering an alternative to the branded shirts, Sunderland AFC and Spreadex are not only catering to fan preferences but also setting a positive example for other clubs and sponsors.

In conclusion, the decision to provide non-branded Sunderland AFC shirts demonstrates a significant and commendable effort by Spreadex and the club to address gambling-related concerns and promote a more inclusive approach to fan merchandise. This initiative is a testament to their strong partnership and shared commitment to the well-being of their supporters.