Saints Renew Biggest Sponsorship Deal In Club’s History

Southampton Football Club has renewed its deal with its Coingaming Group major club affiliate for a further three years, ensuring that the brand will continue to sponsor the front of the kit.

The club’s largest sponsorship deal provides the possibility of receiving some performance-based incentives in Bitcoin at the end of each season.

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

Innovative, forward thinking and supportive

David Thomas, Southampton’s CCO, explained: “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.”

Positive impact in the local community

The Premier League club continues that since taking over the front-of-shirt sponsorship on short notice in August 2020, the firm has “worked tirelessly with the club to create a positive impact in the local community and highlight the importance of safe betting.”

During Safer Gambling Week, a promotion called “Listen To The Saint In You” was launched, partnering with a variety of Saints players to inspire fans to think about the consequences before making a bet. also donated their jersey sponsorship to the Saints Foundation for the Premier League match against Burnley, in order to increase awareness about the Foundation’s charitable efforts as they seek to replace funds missing due to the pandemic.

This act alone helped the Foundation collect thousands of pounds on the day, a total that was capped off by’s £10k donation.

‘Exceeded all expectations

The Coingaming Group’s CEO, 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.”