Sunderland to ‘maximise’ W88 deal ahead of sponsor ban – Exclusive
Sunderland are undergoing a remarkable summer ahead of their Premier League return.
The Black Cats have broken their record transfer fee twice already, with Enzo Le Fee and Habib Diarra through the door.
However, some supporters were not happy with the news that W88 would be Sunderland’s front-of-shirt sponsor.
The Stadium of Light club’s away kit for the season revealed that, having been leaked beforehand.
Sunderland can feel vindicated in W88 decision
Sunderland fans had mixed emotions as their away strip was leaked, with the Black Cats donning blue next season.
Betting companies will be banned as front-of-shirt sponsors before the 2026/27 season begins, meaning W88 should only be in position for one campaign.
The deal has been described as the most significant commercial agreement in the club’s history.
Football finance expert Dan Plumley, speaking exclusively to Mackem News, has weighed in on the sponsor and possible future implications.
“The clubs themselves have agreed not to have betting companies as front-of-shirt sponsors from the beginning of the 2026/27 season, so it will be a short-term deal,” he said.
“It does at the minute, just apply to that front of shirt sponsorship, so there are, of course, other ways in which clubs will continue to look at betting partnerships.
“Maybe there’s something down the track there further down the line, for a longer-term relationship, but in terms of front of shirt, this looks like a deal there that they will maximise every little bit out of it that they can for the year.
“If it’s a decent figure that they’ve achieved, then they’ll feel vindicated in that decision, even if it is a short-term one, and they’ve got to look to other avenues in the next season.”
Black Cats to continue spending under Kyril Louis-Dreyfus
Sunderland have not seen spending like this in some time, but Louis-Dreyfus shows no signs of stopping.
The Wearsiders are looking to strengthen the majority of positions to compete in the Premier League.
Chemsdine Talbi is the latest to sign at the Stadium of Light, while the Black Cats are working hard to deliver a new goalkeeper.
With plenty of time left in the transfer window, the North East club are completing their deals early, with zero worries on that front.
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