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

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

This confirms earlier reports about issues with LD Sports, the club's previous main 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 Sportsbet.io Shirt Sponsorship Deal

The deal between the Saints and Sportsbet will only run for one year initially and will see the Sportsbet.io logo appear on the front of the 20-21 shirts.

Sportsbet.io 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 Sportsbet.io as Main Club Partner.

“Sportsbet.io 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 Sportsbet.io 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.

“Sportsbet.io 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!”

What do you think? Comment below.

Football Boot Calendar

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The timing aligns with significant milestone celebrations in Istanbul, as Nike is also planning a special 125th-anniversary collection for Beşiktaş during the 27-28 campaign to mark the club's foundation in 1903. Rather than relying on base layers and compression undershirts, players and fans alike will see dedicated long-sleeve designs included in the lineup.

The development forms part of Nike's wider strategy to bring back commercial long-sleeve authentic shirts across its elite roster from 27-28 onwards. By expanding long-sleeve availability to Beşiktaş, Nike closes the gap on rivals like Adidas and provides the Black Eagles with full top-tier treatment under their new partnership.

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The Melbourne City 26-27 home shirt stays true to tradition, centered around the iconic City Blue base. Drawing inspiration directly from the club badge, red and yellow trim accents decorate the collar and sleeve cuffs. Meanwhile, the away kit leans into nocturnal Melbourne fashion, pairing a deep plum jersey with an abstract zig-zag graphic and vibrant shimmer pink branding across all sponsor prints and the club crest.

Rounding out the lineup is the 26-27 third kit, which pays homage to the club's origins as Melbourne Heart. The shirt combines a crisp off-white base with red accents and incorporates a subtle heartbeat graphic emerging across the chest from behind the crest. A heart motif inside the collar completes the tribute. The new collection is available through Melbourne City's online store and Puma Australia.

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Under standard Premier League kit regulations, the official competition badge and "No Room For Racism" patch must be applied to the player's right sleeve, while the left sleeve is reserved for the club's commercial sleeve partner. On Cunha's long-sleeve jersey, however, the configuration was flipped: the sponsor logo was applied to his right arm, leaving the Premier League badge positioned on his left sleeve.

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