Saints extend partnership

Several of the Saints squad pose with 2020/21 first-team shirts (August 2020)

Saints have today confirmed that they are extending their partnership with the Coingaming Group, as Main Club Partner, for a further three years.

The enhanced deal, which is the biggest sponsorship agreement in the Club's history - surpassing the previous £7.5m-per-year terms with LD Sports - will see continue as the front-of-shirt sponsor.

In a very modern twist, Saints also have the option to be paid certain performance-based bonuses in Bitcoin at the end of each season, allowing the Club the opportunity to take advantage of the new, high-growth currency if it feels it will bring significant future benefits

While the news is likely to receive a mixed reaction from fans, Saints have highlighted a number of contributing factors that have made the partnership so successful to date:

  • Working tirelessly to create a positive impact in the local community.

  • Highlighting the importance of safe betting - including the 'Listen To The Saint In You' campaign that was launched during Safer Gambling Week

  • Playing a key role in the Club's launch of the Positive Impact Pledge.

  • Recently donating their shirt sponsorship to the Saints Foundation (vs Burnley; 4/4/21)

Commenting on the deal, Saints' Chief Commercial Officer, David Thomas said: “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.

“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

CEO of the Coingaming Group Maarja Pärt, 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."

Article by Ben Stanfield


(Photo by Southampton FC)

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