Rahul SahaThis article contains information regarding the organisations enjoying a strong branding presence across Southampton’s physical and digital assets as their sponsors for the 2023-24 Premier League season.
Official Partners
Hummel
The Aarhus-headquartered Danish sportswear brand was announced as the club’s Official Kit Supplier in January 2021.
Having started with the 2021-22 season, the five-year deal sees Hummel replace American rival brand Under Armour, which was Southampton’s kit supplier since 2016 on a £9m-a-year deal and had a contract until 2023, but both parties agreed to mutually part ways prematurely by two seasons.
Hummel previously served as the Saints’ kit supplier between 1987 and 1991.
Draper Tools
Draper Tools, a British distributor of tools for both home and professional use, announced its return as one of the official partners of the Saints in June 2023. The association marks Draper Tools’ return as Southampton’s official partners after almost 40 years, when it used to support the club during the 1970s. As part of the deal, the Hampshire-based local business became the club’s official tool partner.
Mairon Freight UK
In August 2023, Mairon Freight UK, a global freight management company offering air, sea and road freight services, announced the signing of a multi-year partnership deal with the Saints. As part of the deal, Mairon will act as Southampton’¢ official sleeve partner for the entirety of the deal, with the company’s logo appearing on the sleeve of all three Southampton FC men’s first team kits.
Utilita
The British electricity and gas supplier has served as Southampton’s Official Energy and Utilities Partner since 2017.
Apart from branding rights, the deal also sees the two parties create bespoke, co-branded content for their social media channels.
The two parties last extended their partnership in June 2021, making Utilita the front-of-shit sponsor for the club’s junior and academy kits.
Solent University
Solent is the Official University Partner of Southampton since 2018.
As per the Regional Partnership, the students at the university 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.
Kingfisher
Bangalore-based United Breweries Group signed a deal with Southampton in July 2019 which saw its famous beer Kingfisher become the club’s Official Beer Partner. The deal is aimed at increasing Southampton’s brand value in the Indian market, with Kingfisher getting pouring rights at St. Mary’s and Southampton’s other hospitality suites.
The deal to keep Kingfisher pouring across the Saints’ venues was renewed in an agreement with KBE Drinks in July 2022. The deal also sees KBE’s other beer brands like Sagres (Portugal), Dos Equis (Mexico) and Yeastie Boys (New Zealand) poured at St. Mary’s, Southampton’s home ground.
Acronis
The Schaffhausen-based Swiss tech company has been the Official Cyber Protection Partner of Southampton since September 2020.
As per the deal, Acronis provides the club with cyber security solutions to protect their data and optimise workflow.
Peter Cooper Motor Group
The Southampton-based car dealership was announced as a Regional Partner of the club in April 2022. The partnership was kicked off by Peter Cooper Motor Group giving away one signed Southampton shirt. Peter Cooper Motor Group is also a Saints Foundation Corporate Patron.
8×8
8×8, one of the UK’s leading call and contact center solutions, announced the signing of a partnership agreement with Southampton FC in January 2024. According to the terms of the deal, 8×8 will be an official partner of the club until the end of the 2023/24 season, with an option to extend it for another season.
