Southampton FC signs biggest sponsorship deal in the club’s history


Southampton Football Club has extended the agreement with its Coingaming Group main club partner for a further three years, which will see the brand remain as front-of-shirt sponsor.

The biggest sponsorship agreement in the club’s history also includes the option to be paid certain performance-based bonuses in Bitcoin at the end of each season.

Coingaming says that this will permit the club “the opportunity to take advantage of the new, high-growth currency if it feels it will bring significant future benefits”.

“The team at have built a successful business by challenging convention and disrupting the market, but in a responsible way, and their approach to our partnership with them has been no different,” David Thomas, Southampton’s CCO, explained. 

“In a short timeframe they’ve proven to be innovative, forward thinking and extremely supportive of the club, our fans and the wider community, and we’ve welcomed the opportunity to develop and promote safe gambling messages together. As such they have become valued partners and we look forward to the next chapter together”

Since taking over the front-of-shirt sponsorship in August 2020 at short notice, the Premier League outfit adds that the company has “worked tirelessly with the club to create a positive impact in the local community and highlight the importance of safe betting”.

This work included a ‘Listen To The Saint In You’ campaign that was launched during Safer Gambling Week, linking up with a number of Saints players to encourage fans to consider the risks before placing a bet.

Most recently also donated their shirt sponsorship to the Saints Foundation for the Premier League match against Burnley to help drive awareness of the Foundation’s fundraising efforts as they aim to raise vital funds lost due to the pandemic. 

This gesture alone helped the Foundation raise thousands of pounds on the day, a figure that was topped up by, who donated an additional £10k.

Maarja Pärt, CEO of the Coingaming Group, added: “Our first season as Southampton FC’s Main Club Partner has already exceeded all expectations. We’ve been inspired by the passion of the club and its fans, and it was an easy decision for us to extend our partnership with the Saints for another three years. 

“From the beginning, Southampton have been a perfect match for the fun, fast and fair way we do things at We can’t wait to continue this journey with the Saints, and we’ll be doing everything we can to support the team and its community into the future.”