Sunderland AFC has officially announced Shuffle as the club's new official sleeve partner, with both parties reaching a multi-year cooperation agreement.

Shuffle is a digital currency platform. Starting this weekend, the Shuffle brand logo will appear on the sleeves of Sunderland's first-team shirts. Both parties will leverage Sunderland's growing global influence to further enhance Shuffle's brand awareness and expand its user base.

In addition to gaining shirt exposure in competitions including the Premier League, domestic cups, and European football, Sunderland will participate in a series of collaborations with Shuffle, including exclusive content, fan experiences, digital marketing campaigns, and influencer marketing. This will create more interactive opportunities for Shuffle to engage with Sunderland's large and increasingly international fanbase through the club's rich digital media, social channels, and matchday platforms.

Shuffle is one of the fastest-growing brands in the global gaming industry and aims to become a sector leader. This partnership with Sunderland will be an important platform for its development, helping Shuffle expand its global brand influence by leveraging the scale, reach, and passion of the English football club's fanbase.

Both parties stated that this cooperation is rooted in a shared "challenger spirit." Though Sunderland and Shuffle are deeply rooted in football and gaming respectively, neither is content with the status quo. Both aspire to challenge existing norms, expand their international influence, and reach higher levels in their respective fields.

Sunderland's Commercial Director, Scott McCarron, said: "We are delighted to welcome Shuffle as our official sleeve partner. There is a strong degree of synergy between the two brands, with both having ambitious growth plans and a desire to compete at the highest level.

"Shuffle is an exciting and ambitious global brand, and we look forward to working closely with them to help further enhance their brand influence and progress toward their goal of becoming an industry leader.

"Sunderland's global reach is stronger now than it has been in many years. This partnership will provide an important platform for Shuffle to raise its profile in international markets, while enabling us to create more innovative content and experiences for fans worldwide."

Noah Dammit, Shuffle co-founder, said: "We are very excited to begin this partnership with Sunderland. Both parties share many common values, each aiming to be the best in our respective fields and both committed to long-term development and becoming globally recognized brands.

"Sunderland has strong influence among Premier League fans worldwide, and we are delighted to be with the team and its supporters as we strive toward greater goals."

The Shuffle brand logo will officially debut on Sunderland's first-team shirts this Saturday evening. Sunderland will host current Premier League champions Arsenal in the fourth round of the Premier League at the Stadium of Light, with kickoff at 3 p.m. BST on Sunday, broadcast live by TNT Sports.

From the week of September 21, fans who have purchased a Sunderland 2024-25 shirt can have the Shuffle logo printed on it free of charge at the Stadium of Light shop on non-matchdays.

This service is only available at the Stadium of Light store and is not offered at the Sunderland store on Bridges or their online store.

Traducido por IA.

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