Southampton scores front-of-shirt deal with Rollbit
Newly promoted Premier League side pens commercial agreement with white-label operator as it goes live in the UK
Southampton have become the latest Premier League club to pen a front-of-shirt sponsorship deal with a gambling firm after partnering with crypto-first operator Rollbit.
Southampton, who return to the Premier League after their relegation to the Championship in 2023, will sport the brand on its men’s first team kits.
Rollbit will also be afforded advertising opportunities across LED boards at St Mary’s stadium and through hospitality options.
Rollbit, which recently launched in the UK, is operating on a white-label deal via Grace Media.
According to the Gambling Commission, Gibraltar-based Grace Media has held a bingo and online casino licence since March 2022, adding a B2B licence in May 2024.
The firm runs 37 white-label casinos in the UK, as well as controlling a further seven in-house domains in the market.
The UK-facing Rollbit site only offers online casino and does not allow customers to play using crypto.
Rollbit is also licensed for non-UK customers via Grace Media’s licence in Gibraltar.
Sam Norman, Rollbit head of partnerships, 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.”
Greg Baker, Southampton chief revenue officer, added: “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.”
Southampton have followed Wolves and Crystal Palace in securing gambling deals in ahead of the 2024-25 season.
Both clubs have partnered with white-label firms in the shape of DEBET for Wolves and NET88 for Crystal Palace.
Last week, Leicester City secured a front-of-shirt deal with crypto-first firm BC.Game.
DEBET and BC.Game are powered by white-label deals with the Isle of Man-based TGP Europe while NET88 is live with Risq Capital.
The flurry of deals comes ahead of the Premier League bringing an end to front-of-shirt gambling deals by the end of the 2025-26 season.