Premier League: P&O Cruises sleeve sponsor of Southampton FC from 2024-25

P&O Cruises, a British cruise company owned by US group Carnival Plc, has become a sleeve sponsor of Southampton FC as part of a "multi-year" agreement from 2024-25, announced the club (promoted to the Premier League after the 2023-24 season) on 06/08/2024. The agreement covers the club's men's, women's (Barclays Women's Championship) and youth teams.

As part of the partnership, P&O Cruises will also become "title partner of Saints Foundation", the club's official charity, and will offer fans "exclusive benefits and experiences, including cruise offers, match tickets, meet and greet events and onboard coaching". The brand is a first level partner in the English club's sponsorship hierarchy and succeeds the British freight company Mairon Freight, which featured on the sleeve of Southampton's kit for the 2023-24 season (during which the club played in the Sky Bet Championship).

The club has also welcomed a new main shirt sponsor from 2024-25: online gaming platform Rollbit, as part of an agreement signed on 15/07/2024.