Premier League: Sportsbet.io (betting), main shirt sponsor of Southampton FC for 2020-21

Sportsbet.io, a brand belonging to the Estonian sports betting operator Coingaming specialised in cryptocurrency, has become a partner and main shirt sponsor of Southampton FC (Premier League) for the 2020-21 season, announced the club on 25/08/2020. This agreement also includes the shirts of the men's U23 team.

Sportsbet.io was previously represented in the Premier League during the 2019-20 season as the main shirt sponsor of Watford FC (relegated to the Sky Bet Championship for 2020-21) for the 2019-2022 cycle.

The betting operator succeeds LD Sports (Chinese sports and entertainment content platform), initially the main shirt sponsor of Southampton FC for the 2019-2022 period (€7.2m/season). The agreement with LD Sports was presented by Southampton FC as "the biggest sponsorship deal in the club's history" on 13/05/2019.

LD Sports reportedly broke its agreement with the club due to concerns about the political situation between China and the UK, as well as the continuing uncertainty surrounding Covid-19, according to British media reports on 23/08/2020 (see details of the split…