Southampton FC and Sportsbet.io: A History of Partnership and Sponsorship Success

In August 2020, Southampton Football Club announced a one-year partnership with Sportsbet.io, naming the cryptocurrency-based betting platform as the club’s Main Club Partner and front-of-shirt sponsor for the 2020/21 season. This partnership marked Sportsbet.io’s entry into Premier League sponsorships and was established at short notice, demonstrating their commitment to supporting the club during a challenging period.

The deal included branding on the first-team and Under-23 shirts, and Sportsbet.io worked closely with the club to ensure fans had access to updated replica kits that displayed the new sponsorship logo.

Three-Year Extension in 2021: A Record-Breaking Deal

On April 8, 2021, Southampton FC extended its partnership with Sportsbet.io for another three years, making it the largest sponsorship agreement in the club’s history.

Key Features of the Extended Agreement

• Performance-Based Bonuses in Bitcoin: The deal included an option for Southampton to receive certain performance-related bonuses in Bitcoin, providing the club with an innovative opportunity to explore high-growth currencies.
• Community and Fan Engagement Initiatives: The partnership built on its existing relationship with the club’s supporters and local community through various campaigns and initiatives.

Community Initiatives and Responsible Betting Campaigns

Sportsbet.io actively contributed to Southampton’s local and fan communities:

• ‘Safe Betting’ Campaigns: Collaborated with players to highlight the importance of responsible betting, urging fans to consider risks before placing wagers.
• Support for Entrepreneurs: Played a significant role in launching the club’s Innovation Fund, which provided grants to start-ups during the COVID-19 pandemic.
• Foundation Support: Donated £10,000 to the club’s foundation during the Premier League match against Burnley, helping raise additional funds for community initiatives impacted by the pandemic.

Continued Sponsorship Through the Championship Season

Sportsbet.io remained Southampton’s Main Club Partner during the 2023/24 season, even as the club competed in the Championship following 11 years in the Premier League. Despite the challenges, the partnership persisted, showcasing loyalty and mutual growth. At the conclusion of the season, the partnership ended as Southampton secured promotion back to the Premier League.

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