Premier League side Southampton have announced a record-breaking three-year deal with Sportsbet.io, part of the Coingaming Group.
The partnership between Southampton and the Coingaming Group is understood to be worth over £7.5 million per year. This deal financially exceeds the Saints’ previous deal that they held with LD Sports in 2019. The betting company had originally signed a one-year contract at the start of the 2020/21 season.
With recent meetings being held by EPL leaders discussing whether gambling sponsorships should be banned, the Saints have had to consider their approach should the ban take place.
It is believed that Southampton will replace the front-of-shirt sponsor with another one of the Coingaming Group’s companies if the gambling sponsors are banned in the upcoming review.
Southampton’s Chief Commercial Officer, David Thomas said: “The team at Sportsbet.io 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."
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 Sportsbet.io. 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.
Author: Fred Dobberson