The new kit for the return to the Premier League in the 2024/25 season has not yet been announced, but the sponsors who will be front and centre already have and it's another gambling company.
Southampton FC have revealed that their new main shirt sponsor for 2024/25, it is Rollbit.
Described as an innovator in the world of online gaming and entertainment, they are a company launched in 2020.
The official press release goes on to say that the company has grown to have a huge global presence, with recent partnerships including the likes of Serie A giants Napoli and with the world’s most subscribed esports gaming team, FaZe Clan, who have over 8.5million subscribers on YouTube alone.
Greg Baker, Chief Revenue Officer for Southampton Football Club said:
"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.”
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.”
But it might be a short partnership with every recent deal between gambling operators and football sides coming ahead of a voluntary ban on front-of-shirt gambling sponsorships set to be placed on Premier League clubs at the end of the 2025/26 season.
Upon announcing the upcoming front-of-shirt sponsorship ban, former Culture Secretary Lucy Frazer stated:
"The vast majority of adults gamble safely but we have to recognise that footballers are role models who have an enormous influence on young people. We want to work with institutions like the Premier League to do the right thing for young fans.”