This article contains information regarding the organisations enjoying a strong branding presence across Southampton’s physical and digital assets as their sponsors for the 2022-23 Premier League season.
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Cryptocurrency-based online sports betting platform Sportsbet.io was 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 had signed a club-record three-year deal reportedly worth £7.5 million 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.io 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.
In September 2022, the two parties jointly opened a fan bar called “Saints Social Club”, which was reportedly funded by “a first-of-its-kind Crypto Fan Fund”.
The Israeli social trading and multi-asset brokerage company has been 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.
Vitality is a UK-based company specialising in private medical insurance sold to the British market which offers health insurance, life insurance and car insurance as well as investments.
Vitality has been the Official Health and Wellness Partner of the club since September 2020. The deal covers both the men’s and the women’s teams of the club, with special focus on the latter as the company works with the club on community initiatives encouraging young girls and women to “try football, other sport and physical activity”.
The Bury-based British sports-fashion retail company was announced as the matchday-shirt sleeve sponsor of Southampton’s senior men’s team as well as their B team, U18 and academy teams in August 2022 on a one-year deal.
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.
Based out of Dublin, blockchain-based sustainable energy solutions company EcoWatt was announced as the Official Training Kit Partner of the club in November 2022.
As part of the branding rights dictated by the terms of the deal between the two parties, EcoWatt’s logo features on the front of the training kits of the club’s senior first teams (both men’s and women’s) as well as their “B” team. The partnership also entails the two parties collaborating over sustainability projects.
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.
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.
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.
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.
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.
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 is a taxi service based in Southampton and has served 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 on matchdays, and also for any Saints Foundation—the club charity—activities.
Coach and minibus rental service Coliseum has been 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 Signs is a signage solution provider based in Southampton. Its services consist of exterior and interior signage, vehicle graphics and wraps, and wall and window graphics.
Healthspan has been the Official Vitamin Supplier and nutrition partner of Southampton since February 2015.
As per the Regional Partnership, Healthspan works alongside the club to create custom products to meet the individual dietary requirements of their first-team players. It also offers exclusive deals to the Southampton fans.
Waltet is a Southampton-based ethical waste disposal, recycled aggregates, topsoil and transport services provider.
Connect IT Utility Services is a utility contractor based in Hamilton Way, Southampton and has been a Regional Partner of the club since 2014.
In July 2022, Connect It Utility Services strengthened its ties with the club by signing a two-year deal to become their women’s team’s back-of-shirt sponsor. This deal also entails the company working with the club on fan activations as well as giving away matchday tickets for the women’s team’s home matches to “girls’ grassroots teams, local charities, and schools”.
Fourth Wall Creative is a technology-led merchandising business services and customer engagement solutions provider with offices in the UK, China and the US.
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.
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