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.
On September 11, 2026, Sunderland AFC announced Shuffle, a crypto casino and sports betting platform, as its new Official Sleeve Partner in a multi-year agreement. The Shuffle logo will debut on the men's team's matchday shirts this weekend when the club faces Arsenal, with the partnership aiming to boost brand awareness and customer acquisition by leveraging Sunderland AFC's global profile. This follows the club's new multi-year partnership with Seriös Group, a North East-based data and AI specialist, announced on September 10, 2026. Seriös Group extended its role as the club's Data Solutions Partner and gained Associate Partner status, deepening its existing relationship and continuing its work with Sunderland AFC's commercial and football data departments.
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Sunderland Association Football Club offers 4 products in the media and telecoms services and sports 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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