English Premier League soccer club Southampton has unveiled British cruise line P&O Cruises as its new sleeve sponsor in a multi-year deal.
The P&O Cruises logo will feature on the sleeves of the men’s, women’s, and academy teams.
The partnership, which is the cruise line’s first sports sponsorship, also involves exclusive benefits and experiences being offered to Southampton FC members, fans, and P&O Cruises guests.
Southampton-based P&O Cruises is also set to become the title partner of Saints Foundation, the club’s official charity.
The company takes over from freight management company Mairon Freight UK, which was the club’s sleeve sponsor for the 2023-24 season, spent in England's second tier Championship.
The P&O Cruises logo will debut on Southampton’s men's first team kits at its friendly match against Lazio at St. Mary's stadium tomorrow (August 7).
Ahead of their Premier League return, the club has already secured deals with cryptocurrency casino Rollbit as their front-of-shirt partner and Draper Tools as their training kit partner.
The South Coast side further bolstered its commercial portfolio last week after agreeing a new partnership with Monster Energy.
The team’s stable of main commercial partners also includes Puma and Starling Bank.
Southampton will begin its 2024-25 campaign away at Newcastle United on August 17.
Meanwhile, Athletic Brewing Company, the US non-alcohol brewery, has announced a partnership with Arsenal.
Through the deal, the brewery becomes the North London club’s first official non-alcoholic beer partner.
The agreement will involve Athletic’s Run Wild IPA brand being available at Arsenal’s Emirates Stadium for all men’s and women’s matches.
Additionally, Run Wild IPA will be served on draught at the club level.
Athletic will also invest in a marketing campaign featuring Arsenal players and will run a series of promotions, including in-stadium sampling activations, social media giveaways, and VIP supporter experiences.
In June, Arsenal promoted Omar Mohammed Shaikh to a new role as global partnerships and ventures director.
Shaikh will take responsibility for shaping and delivering the Premier League side’s commercial strategy and driving growth across its partner services, partnership development, and commercial ventures teams.
