Coingaming Group has extended its deal with Southampton FC, which will see its brand Sportsbet.io continue as the club's main sponsor.

The deal is the biggest sponsorship agreement the club has ever made and includes bonuses, which will be paid in Bitcoin at the end of each season.

Since partnering with Southampton, Sportsbet.io has worked to promote safer gambling in the local community. Most notably through its ‘Listen to The Saint in You’ campaign which used players to encourage fans to consider risks before betting.

Sportsbet.io has also donated money to Saints Foundation and helped launch the Positive Impact Pledge for start-ups and entrepreneurs during the pandemic.

“The team at Sportsbet.io have built a successful business by challenging convention and disrupting the market, but in a responsible way, and their approach to our partnership with them has been no different,” said Southampton FC CCO, David Thomas. "In a short timeframe, they've proven to be innovative, forward thinking and extremely supportive of the club, our fans and the wider community, and we've welcomed the opportunity to develop and promote safe gambling messages together.”

Coingaming Group CEO, Maarja Pärt, added: “Our first season as Southampton FC's Main Club Partner has already exceeded all expectations. We've been inspired by the passion of the club and its fans, and it was an easy decision for us to extend our partnership with the Saints for another three years. We can't wait to continue this journey with the Saints, and we'll be doing everything we can to support the team and its community into the future.”