Southampton Football Club was rescued by cryptocurrency-based sports betting platform, Sportsbet.io as it becomes the club’s new lead shirt sponsor.

Announced this week, the deal was inked in a short notice following the abrupt departure of the club’s earlier partner, LD Sports. The Chinese startup signed a three-year sponsorship deal with the football club last summer.

The Most Diverse Audience to Date at FMLS 2020 – Where Finance Meets Innovation

“We are absolutely thrilled to announce this sponsorship deal with one of the Premier League’s most ambitious teams,” Tim Heath, co-founder and CEO of Coingaming Group, the operator of Sportsbet.io, said in a statement. 

“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!”

Sports Sponsorship Remains a Lucrative Marketing Method

With this partnership, Sportsbet.io’s logo will be featured on the front of the English club’s shirts for both its first-team and the Under-23 team. The partnership deal between the two will cover the 2020/21 Premier League season.

The club or the sports betting platform did not reveal the details of the financials. However, given the situation, the odds were in favor of Sportsbet.io.

“We are delighted to welcome Sportsbet.io as Main Club Partner,” Southampton FC’s chief commercial officer, David Thomas, said. “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.

“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.”