Sunderland Association Football Club, a privately owned entity headquartered in the UK, was founded in 1879, operates with approximately 270 employees, and reported $52.0M in revenue as of 2025. Functioning as a tier 2 media tech buyer, the club specializes in spectator sports. It is an English professional football club based in the city of Sunderland, Tyne and Wear, that plays in the Championship, the second tier of English football.
Sunderland Association Football Club announced a new multi-year partnership on September 14, 2026, naming centralized crypto casino and sports betting platform Shuffle as the club's Official Sleeve Partner, despite Shuffle not holding an official UK license. The Shuffle logo featured prominently on the first-team jerseys this past weekend when the Black Cats lost 2-0 at home to Arsenal. This partnership was initially unveiled on September 11, with the Shuffle logo slated for appearance on the men's team's matchday shirts from that weekend forward. Previously, on September 10, Sunderland extended its multi-year partnership with Seriös Group, retaining the Newcastle-based company as its Data Solutions Partner and adding Associate Partner status, deepening their existing relationship.
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Sunderland Association Football Club offers 4 products in the sports and media and telecoms services industries. Sunderland Association Football Club's product portfolio comprises of media and TV services and sports tickets, merchandise and sponsorship.
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Sunderland Association Football Club's revenues were less than $100M in 2025. Caretta Research has split Sunderland Association Football Club's revenue into 4 different product categories, the largest of which is tV rights. For full access to Sunderland Association Football Club's revenue breakdown subscribe to Caretta Portal.
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