Sunderland is set to feature a new front-of-shirt sponsor for the upcoming 2025-2026 season, with betting company W88 poised to replace the current sponsor, Spreadex (also a gambling firm). This change was spotted on leaked images of Sunderland's 25-26 away kit.
Sunderland to Sign One-Season W88 Sponsor Deal
However, this new front-of-shirt partnership with W88 could be a short-lived one, possibly lasting for only a single season. Why? The reason for this limited duration is directly linked to upcoming regulations in the Premier League.
Agreed by the Premier League some years ago, a new rule will come into effect from the start of the 2026-2027 season, which will ban gambling companies from appearing as front-of-shirt sponsors for top-flight clubs.
Sunderland's move to partner with W88 for just the 2025-2026 season appears to be a strategic decision to secure a front-of-shirt sponsor within the final window of opportunity before the league-wide ban takes hold. This means the Black Cats will be looking for a new, non-betting front-of-shirt sponsor from the 2026-2027 season onwards, assuming they are in the Premier League.
Banned from 2026: The Premier League Has a Betting Kit Sponsor Problem
This collective agreement by Premier League clubs aims to reduce the exposure of gambling advertising in football. Consequently, any new deals signed by clubs with betting firms for front-of-shirt sponsorship can only run until the end of the 2025-2026 season.
Several Premier League clubs currently have gambling sponsors and will be affected by this rule change, leading to a significant shift in the sponsorship landscape of English football's top tier from 2026.
What are your thoughts on Sunderland's one-season deal with W88 in light of the upcoming Premier League gambling sponsor ban? Let us know in the comments below.