Premier League’s Southampton Avoid Sponsorship Crisis as Sportsbet Steps Up as Main Sponsor

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by Kseniia Klichova · 4 min read
Premier League’s Southampton Avoid Sponsorship Crisis as Sportsbet Steps Up as Main Sponsor

The 2020/21 season of the English Premier League just became even more exciting before the September kick-off! is proud to announce that it will be the Main Club Partner of Southampton Football Club.

Southampton Football Club are well known as one of the most exciting teams to ply their trade in the English Premier League, watched by hundreds of millions of people globally. Known as The Saints, their trademark of fast, attacking football has captured the hearts of neutrals, led by Austrian coach Ralph Hasenhüttl, whose exploits last season led to them finishing on a high by being named Manager of the Month for July 2020.

Crisis Averted

But they were almost done in by a sponsorship crisis when their ill-fated deal with Chinese brand LD Sports came to an abrupt end yesterday, as the club conceded that they were “no longer an appropriate and viable partner” for Southampton FC.

Thankfully, a swift replacement was found in, the cryptocurrency-led sportsbook brand of, whom football fans may remember for sponsoring Watford FC last season, bringing for the first time visibility to the famous Bitcoin logo at the top tier of English football.

Having successfully signed a one-year deal with Southampton FC as their main club sponsor, the Sportsbet logo will now be featured on all three of its home, away and third kit, with a prominent Bitcoin logo accompanying it. This deal also extends beyond the first team shirts to those of the Under-23 team players.

This new major sponsorship means that the previous LD Sports relationship is terminated with immediate effect, with the club already promising its fans and supporters who already purchased the old kits with a swift solution for a replacement.and the club and Sportsbet will not look to support its fans with a swift solution to replace their current jerseys with updated replica shirt.

Forging A New Story Together in the English Premier League

The leading cryptocurrency-based sportsbook brand of Coingaming Group will not only feature on the senior team’s jerseys but also on the Under-23 shirts. Sportsbet have committed to work closely together with the Saints, as Southampton are affectionately called, to ensure that their shared message of social responsibility is actioned on together with the local community, providing a safe place for people to enjoy games responsibly.

Southampton Football Club’s Chief Commercial Officer, David Thomas, welcomed to the family, saying that the sportsbook’s work in ushering in innovation in the betting industry via cryptocurrency has proven their commitment to the fun, fast and fair gaming philosophy. He believes that Southampton FC and Sportsbet share a common goal of fostering the spirit of social responsibility with the local community, and would work closely together to build on that premise.

David promised:

“Everyone at the club is looking forward to the start of what we hope will be a strong season for Southampton, and we are very happy that we will be able to share that journey with”

CEO and co-founder of the Coingaming Group, Tim Heath, echoed the sentiment, saying that the deal with a club of such history and ambition suited the aspirations of a betting brand that also desired to expand its global reach. He hoped that the new deal would be yet another milestone in Southampton FC’s proud 135-year legacy in English football, declaring:

“We are absolutely thrilled to announce this sponsorship deal with one of the Premier League’s most ambitious shares the club’s desire to disrupt its industry and increase its global reach.”

Southampton FC has already notified of the temporary halt of all sales of football kits for the club until new updated kits are produced for 2020/2021. A resolution for updating the old LD Sports name on already purchased kits is being pursued.

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Kseniia Klichova

Kseniia is the Chief Content Officer of Coinspeaker, holding this position since 2018. Now she is very passionate about cryptocurrencies and everything connected with it, so she tries to ensure that all the content presented on Coinspeaker reaches the reader in an understandable and attractive way. Kseniia is always open to suggestions and comments, so feel free to contact her for any questions regarding her duties.

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