New Southampton Main Sponsor Announced: All Replica Kit Sales Stopped With Immediate Effect

Southampton have just announced as its new main sponsor, almost two months after initially revealing the new 2020-21 kits with the logo of the old sponsor.

Southampton 20-21 Home, Third & Goalkeeper Kits Released

This confirms earlier reports about issues with LD Sports, the club's previous main sponsor.

Southampton To Lose Record Main Sponsor, One Month After Releasing 20-21 Kits With Sponsor

"Today’s announcement signals the end of the club’s relationship with LD Sports. Over the last week, we have endeavoured to secure confirmation that LD Sports are still an appropriate and viable partner for the club, but have been left with no alternative other than to end the partnership today with immediate effect."

Southampton Shirt Sponsorship Deal

The deal between the Saints and Sportsbet will only run for one year initially and will see the logo appear on the front of the 20-21 shirts. is a "cryptocurrency-based sports betting platform" by Coingaming Group. The company has also sponsored Watford since last season.

Having already sold plenty of replica shirts with the old sponsor, Southampton have today announced to halt all sales of kits for the moment.

"Fans who have already purchased a 20/21 home, away or third shirt with LD Sports on the front are kindly asked for their patience and understanding at this time whilst the club resolves what is an extremely complex situation and sources a solution for updating their shirts."

Southampton Football Club’s Chief Commercial Officer, David Thomas, commented: “We are delighted to welcome as Main Club Partner.

“ have redefined the online betting space by combining cutting-edge technology with cryptocurrency expertise and a passion for offering its players with the ultimate fun, fast and fair gaming experience. They are fully committed to providing a safe place where people can enjoy their games responsibly, and have a world-class social responsibility team in place. The club will work with and our local community to promote this important social responsibility message over the course of the upcoming year."

CEO of the Coingaming Group, Tim Heath, had this to say: “We are absolutely thrilled to announce this sponsorship deal with one of the Premier League’s most ambitious teams.

“ shares the club’s desire to disrupt its industry and increase its global reach. We’re proud to be able to contribute to the Saints and support such a prestigious team which has been around for nearly 135 years!”

Southampton 20-21 Away Kit Released

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