Southampton FC is marking its return to the Premier League this season with another partnership bridging the betting and crypto sectors.
The Hampshire club has partnered with Rollbit, a crypto casino platform which specialises in esports and online gaming. The company will gain visibility on the front of the Saints’ men’s team shirts and around the St Mary’s stadium via LED advertising and hospitality.
This marks the latest bookmaker partnership in the Premier League in the past few weeks, as clubs initiated commercial preparations for the forthcoming Premier League season amid the widely-viewed Euro 2024 tournament.
Greg Baker, Chief Revenue Officer at Southampton, added: “We’re pleased to welcome Rollbit, a leader in the online gaming space, into the Saints family as our official Front-of-Shirt Partner.
“This partnership marks a dynamic fusion of technology and sport, at an exciting time for the club as we embark on our journey back in the Premier League. Together, we look forward to creating unforgettable moments for our fans.”
The partnership marks a continuation of Southampton’s links with the crypto betting sector, with the club having previously counted Sportsbet.io as a front-of-shirt partner. The deal also follows the Saints’ fellow top-flight clubs Leicester City, Crystal Palace, Wolverhampton Wanderers and Tottenham Hotspur all signing betting deals.
In the case of these four clubs, Leicester partnered with BC.GAME, Crystal Palace with Neet88, Wolverhampton Wanderers with DE.BET and BetMGM, with Spurs also signing with the latter as a training kit partner.
Premier League teams are facing an incoming voluntary self-imposed ban on front-of-shirt deals in 2026/27, leaving clubs with the marketing options of sleeve sponsors and LED advertising. As a result, many operators and clubs are seeking to capitalise on the two years they have left to pursue such partnerships.
In the case of the bookmakers, the deals provide much-needed visibility in the English top-flight, whilst for the clubs, the agreements are a valuable source of revenue, particularly during an era in which the league is strictly enforcing its Profit and Sustainability Rules (PSR).
Sam Norman, Head of Partnerships for Rollbit, said: “Rollbit is delighted to announce its latest partnership with Southampton FC following on from their incredible win in the playoff final.
“We feel Southampton is the perfect club to embark on this journey with as we look to continue to expand our presence globally with one of the Premier League’s most respected teams.
“We believe in the vision of the club that embodies our commitment to innovation and excellence and look forward to cheering on with Saints fans everywhere in this exciting next chapter for Southampton.”
