Southampton Football Club has announced that Sportsbet.io has become the club’s front-of-shirt sponsor for the 2020/21 season.

The cryptocurrency-based sports betting platform has signed a one-year deal as Main Club Partner, that will see its name and logo feature on the front of the first team and under-23 shirts.

Premier League club Southampton said the operator “stepped in at short notice to help support the club” after its partnership with previous sponsors LD Sports ended with immediate effect, just one year into an original three-year agreement.

Sportsbet.io, a sportsbook of the Coingaming Group, signed two shirt sponsorship deals last year. The operator became the first-ever crypto-currency sportsbook to appear on the shirt of a Premier League team, after it signed a three-year deal with Watford FC last summer.

The operator also became Brazilian football club Flamengo’s shirt sponsor last October.

Southampton FC’s chief commercial officer David Thomas, said: “Sportsbet.io have redefined the online betting space by combining cutting-edge technology with cryptocurrency expertise and a passion for offering its players with the ultimate fun, fast and fair gaming experience.

“The club will work with Sportsbet.io and our local community to promote this important social responsibility message over the course of the upcoming year."

Coingaming Group, Tim Heath, added: “Sportsbet.io shares the club’s desire to disrupt its industry and increase its global reach. We’re proud to be able to contribute to the Saints and support such a prestigious team which has been around for nearly 135 years!”