Sunderland Football Club officially announced that Shuffle has become the team's new official sleeve partner, with both parties reaching a multi-year cooperation agreement.

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

In addition to jersey exposure in competitions such as the Premier League, domestic cup competitions, and the Europa League, Sunderland will also collaborate with Shuffle on a series of initiatives, including exclusive content, fan experiences, digital marketing campaigns, and influencer marketing. Through the club's rich digital media, social media, and matchday channels, they will create more interactive opportunities for Shuffle with Sunderland's large and increasingly international fan base.

Shuffle is one of the fastest-growing brands in the global gaming industry and plans to become a leader in the sector. This partnership with Sunderland will be an important platform for its development, helping Shuffle leverage the English football club's scale, influence, and fan enthusiasm to further expand its global brand presence.

Both parties stated that this cooperation is built on a shared "challenger spirit." Although Sunderland and Shuffle are deeply rooted in football and gaming, respectively, they are not content with the status quo. They aim to challenge the existing landscape, expand their international influence, and reach higher levels in their respective fields.

Scott McCarbing, Sunderland's Chief Commercial Officer, said: "We are delighted to welcome Shuffle as our official sleeve partner. There is a strong degree of synergy between the two brands, both with ambitious growth plans and a desire to challenge for success 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 presence and move towards their goal of becoming an industry leader.

"Sunderland's global influence is stronger now than it has been for many years. This partnership will provide Shuffle with an important platform to increase their visibility in the international market, while also allowing us to create more innovative content and experiences for fans around the world."

Noah Dammett, co-founder of Shuffle, said: "We are very excited to begin this partnership with Sunderland. Both parties share many common values, both wanting to be leading brands and both committed to long-term development to become globally recognized brands.

"Sunderland has strong influence among Premier League fans around the world, and we are delighted to stand with the team and the fans to pursue shared ambitions."

Shuffle's brand logo will officially debut on Sunderland's first-team jerseys on Saturday evening. Sunderland will face reigning champions Arsenal in the fourth round of the Premier League at the Stadium of Light, with kick-off at 3:00 AM Beijing time (CEST) on Sunday, and the match will be broadcast live on TNT Sports.

Starting the week of September 21, fans who purchase Sunderland jerseys for the 2024-25 season can have the Shuffle logo printed for free at the Stadium of Light store on non-match days.

This service is only available at the Stadium of Light store; Sunderland's Bridges store and its online store do not offer this service.

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