After THAT 9-0 defeat to Leicester City last season, Southampton’s season went from strength to strength under Ralph Hasenhüttl, who not only managed to miraculously remain in the job after that match, but also successfully turned the performances around. Now, the Saints look forward to build on those performances to a stronger finish this season. We look at their sponsors for the 2020-21 season.

PRINCIPAL PARTNERS

SPORTSBET.IO – Cryptocurrency-based online sports betting portal Sportsbet was recently announced as Southampton’s principal sponsor ahead of the 2020-21 season after their previous deal with Chinese brand LD Sports was cut short.
Described as a sports content, marketing, and entertainment platform in China, LD Sports signed a club-record three-year deal $9.8m annually with the Saints in May 2019. It is reported the LD decided to walk away from the deal amidst rising political tensions between China and the UK.
The principal sponsorship deal between Sportsbet.io and Southampton is a short-term one and is currently set to expire at the of the 2020-21 season.

UNDER ARMOUR – US sportswear brand Under Armour replaced German rival Adidas as Southampton’s official kit supplier in 2016.
The seven-year deal, which sees Under Armour provide kits for the Saints’ matchday and training kits, is reportedly worth $11.1m annually.

VIRGIN MEDIA – British telecommunications company Virgin Media first signed on as Southampton’s principal sponsors in 2016 in a $1.5m-a-year deal that saw the Virgin Media logo appear on the front and left sleeve of the Saints’ matchday kits.
The two parties later revamped their partnership in 2019 with a two-year extension, which would see Virgin Media no longer have the front side of the Saints’ kit for their logo. However, their deal was extended to include the club’s women’s and youth teams with their logo continuing to feature on the left sleeve of the kits.

KUFLINK – British company Kuflink became Southampton’s official peer to peer investment partner in July 2019.
The deal grants Kuflink branding rights across the Saints’ social media channels as well as at their home ground, St. Mary’s Stadium, with the Kent-based investment platform also offering exclusive matchday opportunities to its customers and Southampton fans.

MONSTER ENERGY – American energy drink company Monster Energy became the official energy drinks partner of Southampton in 2019. The deal sees the two parties collaborate on creating exclusive content for the club’s fanbase. Monster Energy also gets in-ground branding rights at St. Mary’s.

KINGFISHER – Bangalore-based United Breweries Group signed a deal with Southampton in 2019 which saw its famous beer Kingfisher become the club’s official beer partner.
With this deal, Southampton aims to access the Indian market, with Kingfisher getting pouring rights at St. Mary’s and Southampton’s other hospitality suites.

UNIBET – Malta-based betting company Unibet is the Official Betting Partner of Southampton since 2019.
The deal grants Unibet branding rights across St. Mary’s and Southampton’s interview backdrops.

ETORO – eToro is the official trading partner of Southampton in a landmark deal that sees the social trading and multi-asset brokerage company pay the club its sponsorship revenue using the cryptocurrency bitcoin.
The deal grants eToro brand presence at St. Mary’s and on the club’s interview backdrops.

UTILITA – Independent energy supplier Utilita serves as Southampton’s official energy and utilities partner since 2017.
The deal sees Utilita branding appear at St. Mary’s with the two parties also working together to create bespoke content for their social media channels.

WOW HYDRATE – Wow Hydrate is the official sports hydration partner of Southampton since 2019. As per the deal, the two collaborate on creating digital content designed to help fans with their health goals. The drinks brand also gets brand exposure across the club’s social media channels and press conferences.

ACRONIS – Acronis was recently announced as the Official Cyber Protection Partner of Southampton. As per the deal, Switzerland-based global technology company provides the club with cyber security solutions to protect their data and optimise workflow.

REGIONAL PARTNERS

SOLENT UNIVERSITY – Solent is the official university partner of Southampton since 2018. The deal grants the university presence at the club’s home ground, interview backdrops and social media channels. Students of the university also get exclusive internship and work opportunities in various departments at the club, with the club staff regularly delivering guest lectures on diverse subjects including hospitality, marketing and sponsorship.

SHOWCASE CINEMA DE LUX – American theatre company National Amusements-owned Showcase Cinemas’ Southampton outlet of Cinema de Lux serves as a regional partner to Southampton Football Club.
The Lux provides in-theatre dining options to customers and a full bar with seat delivery service.

RADIO TAXIS – Radio Taxis is a Southampton-based taxi service that serves as a regional partner to Southampton football club.

COLISEUM COACHES – Coach and minibus rental service Coliseum is the official away travel supplier for Southampton Football Club. Coliseum provides coaches to Southampton players and fans for the team’s away matches.

SHANGHAI 1814 – Based in Southampton, Chinese restaurant Shanghai 1814 serves as a regional partner to Southampton Football Club.

ELMTREE – Southampton-based signage solution provider Elmtree Signs serves as a regional partner to Southampton Football Club.

HEALTHSPAN – Healthspan is the official vitamin supplier and nutrition partner of Southampton since 2015. As per the deal, Healthspan works alongside the club to create custom products to meet the individual dietary requirements of the first-team players. The supplements supplier also offers exclusive deals to Southampton fans.

WALTET – Southampton-based ethical waste disposal, recycled aggregates, top soils and transport services provider Waltet also serves as a regional partner to Southampton Football Club.

ROOMTEN – Roomten is the official suit supplier and tailor for Southampton.
As per the deal, the tailor firm provides custom-made suits to the club’s first-team and management staff for their matchday outings.

CONNECT IT UTILITY SERVICES – Utility services provider Connect It Utility Services Limited also serves as a regional partner to Southampton Football Club.

FOURTH WALL – Technology-led merchandising business services provider Fourth Wall Creative Ltd also serves as a regional partner to Southampton Football Club.

IMPERIAL CARS – Used car retailer Imperial Cars was recently announced as the official partner of Southampton’s women’s team.
As part of the deal, the Imperial Cars logo will feature on the back of the players’ shorts throughout the 2020-21 season.