Supporting the first investment into sports partnerships for P&O Cruises with their close neighbours Southampton FC.
As Southampton FC prepared to push for promotion in the 2024/2025 season, the club sought a shirt partner whose values aligned with their ambitions on and off the pitch.
Our brief was to find a sponsor that would engage the community and support club initiatives across all levels, including youth, women’s football, and community programs.
Our first step was to define the perimeters of the search. We narrowed our top priorities down to three elements: can they provide long-term value to the club, are they family-oriented, and do they have a focus on community.
Whilst Southampton were doing their job on the pitch, securing promotion to the Premier League, we were doing ours of it and a front runner quickly became clear – someone local, with a global outlook.
A three-year partnership with P&O Cruises was signed.
It marked the brand’s first venture into sports sponsorship, but as a local business both Southampton FC and P&O Cruises could see the natural collaboration.
We helped P&O Cruises see the possibility to foster a deep, meaningful connection with fans and the local community, while supporting the club’s return to top-flight football.
The partnership extends throughout the entire club, encompassing the first team, youth academy, and women’s team, with prominent branding on all their kits’ sleeves, along with a strong focus on community initiatives.
6 MONTH LIFECYCLE
MULTI-ASSET VISIBILITY
MULTI-YEAR CONTRACT