Another season, another 9-0 defeat for the Southampton players to have to listen about. A 15th-place finish in the Premier League is a very underwhelming return for the team that went top of the table by November last season. Pressure’s on for Ralph Hasenhüttl and his men going into the next season.
Here are Southampton’s Official Partners going into the 2021-22 season.
Following are the companies and organisations that are enjoying a strong branding presence across Southampton’s physical and digital assets.
Virgin Media – The Reading-based British telecommunications company first signed on as Southampton’s principal sponsor in 2016 in a £1.2m-a-year deal that saw the Virgin Media logo appear on the front and the left sleeve of the Saints’ matchday kits.
The two parties later revamped their partnership in May 2019 which would see Virgin Media no longer have the front side of the Saints’ kit for its logo. However, the deal was extended to include the club’s women’s and youth teams with Virgin’s logo continuing to feature on the left sleeve of all Southampton kits. This deal is currently set to run until the end of the 2021-22 season.
Sportsbet.io – Cryptocurrency-based online sports betting portal Sportsbet was recently announced as Southampton’s principal sponsor ahead of the 2020-21 season in August 2020 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 £7.5m annually with the Saints in May 2019. It is reported that LD decided to walk away from the deal amidst rising political tensions between China and the UK.
The Sportsbet front-of-shit sponsorship was extended in April 2021 in a three-year deal to run until the end of the 2023-24 season, with the club holding the option for their performance-based addons to be paid in Bitcoin.
eToro – The Israeli social trading and multi-asset brokerage company is the Official Trading Partner of Southampton since August 2018. Apart from branding rights, the deal also entails collaboration over fan-centric digital campaigns featuring Southampton players, staff, and legends. The two parties last renewed their partnership in September 2020.
Hummel – The Aarhus-headquartered Danish sportswear brand was announced as the club’s new Official Kit Supplier in January 2021. Starting with the 2021-22 season, the five-year deal sees Hummel replace American rival brand Under Armour, who 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.
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.
Monster Energy – The American energy drink brand became the Official Energy Drinks Partner of Southampton in September 2019. Apart from branding rights, the deal also sees the two parties collaborate on creating exclusive content for the club’s fanbase.
Utilita Energy – The British electricity and gas supplier serves 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.
Acronis – The Schaffhausen-based Swiss tech company is 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.
AI Sport – The Singapore-based sports data platform became an Official Partner of the club in October 2020. Launched in 2020, the company offers Artificial Intelligence-driven football insights and analytics to fans and customers worldwide.
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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.
Showcase Cinema De Lux – American theatre company National Amusements-owned Showcase Cinemas’ Southampton outlet of Cinema de Lux also serves as a Regional Partner to the club. The Lux provides in-theatre dining options to customers and a full bar with seat delivery service.
Radio Taxis – Radio Taxis is a taxi service based in Southampton and serves as the Official Taxi Supplier to the club since March 2016. The Regional Partnership sees Radio Taxis supply vehicles to transport supporters to and from St Mary’s Stadium, the club’s home ground, on matchdays, and also for any Saints Foundation, the club charity, activities.
Coliseum Coaches – Coach and minibus rental service Coliseum is the Official Away Travel Supplier for Southampton Football Club since the 2012-13 season. Coliseum provides coaches to Southampton players and fans for the team’s away matches.
Elmtree – Elmtree Signs is a signage solution provider based in Southampton. Its services comprise of exterior and interior signage, vehicle graphics and wraps, and wall and window graphics.
Healthspan – Healthspan is the Official Vitamin Supplier and nutrition partner of Southampton since February 2015. As per the regional 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 the Southampton fans.
Waltet – Waltet is a Southampton-based ethical waste disposal, recycled aggregates, topsoil and transport services provider.
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Connect IT Utility Services – ‘Connect IT Utility Services’ is a utility contractor based in Hamilton Way, Southampton.
Fourth Wall – Fourth Wall Creative is a technology-led merchandising business services and customer engagement solutions provider with offices in the UK, China and the US.
Imperial Cars – Used car retailer Imperial Cars served as an Official Partner of Southampton’s women’s team from January 2020 until the end of the 2020-21 season. As part of the deal, the Imperial Cars logo featured on the back of the players’ matchday shorts. Currently, the company is listed as a Regional Partner of the club.