Southampton FC agrees biggest sponsorship deal to date

The club has an option to be paid bonuses in Bitcoin.
The club has an option to be paid bonuses in Bitcoin.

Southampton FC will keep as its main shirt sponsor for another three years in what is the biggest sponsorship deal in the club’s history, including Bitcoin bonuses.

UK.- Southampton Football Club has extended its agreement with Coingaming Group for another three years and will retain as its front-of-shirt sponsor.

The agreement is the biggest sponsorship deal in the Premier League club’s history and includes an option for Coingaming to pay the club performance-based bonuses in Bitcoin at the end of each season.

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

Coingaming’s stepped in as Southampton FC’s main shirt sponsor at short notice in August. The club says that the company has since “worked tirelessly with the club to create a positive impact in the local community and highlight the importance of safe betting“.

Safer gaming actions included the “Listen To The Saint In You” campaign during Safer Gambling Week, in which players encouraged fans to consider the risks before placing a bet.

Southampton’s CCO, 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.”

Maarja Pärt, CEO of Coingaming Group, said: “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.”

The UK government is believed to be considering a ban on gambling sponsorship in football as part of its review of gambling legislation. A recent survey by GamCare found support for a ban.

Earlier this week, the current mayor of London pledged to ban gambling adverts on the Tube if he is reelected in May.

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