Extends Southampton FC Sponsorship Deal

Shares, which is the front-of-shirt sponsor of Southampton FC, announced on Friday the expansion of its partnership with the English football club for another three years.

Coingaming Group, the operator of, first inked a sponsorship deal with the club last August after the abrupt departure of the club’s earlier partner, LD Sports. Though the initial deal was inked on short notice the extension signifies the positive relation of the football club with its new partner.

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“Our first season as Southampton FC’s Main Club Partner has already exceeded all expectations,” said Maarja Pärt, CEO at Coingaming Group. “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.”

Crypto Companies’ Sports Sponsorships Are Increasing

Sports sponsorships have always been one of the preferred promotional channels for trading platforms. Many companies within the industry are sponsoring some of the major global sports teams.

With the boom in cryptocurrencies, companies in the space are closing many sports sponsorship deals. Most recently, two cryptocurrency exchanges became the sponsor of Aston Martin F1 Team and McLaren Racing, respectively.

The extension of the Southampton FC deal came after the crypto-based betting operator extensively targeted the club’s fan base by running crypto educational campaigns.

“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,” Southampton FC Chief Commercial Officer, David Thomas added.

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