Southampton FC Names P&O Cruises as New Front-of-Shirt Partner for 2025/26 Season.

Roger Hampel

Photo Credit: Southampton FC

Southampton Football Club has elevated its relationship with P&O Cruises, naming the British cruise line as the club’s new Official Front-of-Shirt Partner for the 2025/26 season. The expanded agreement builds on a strong foundation formed during the previous campaign, where P&O Cruises served as both the Official Sleeve Partner for the men’s team and the Title Partner of the Saints Foundation.

The move marks a strategic deepening of a local partnership between two prominent institutions based in the heart of Southampton. It also reflects an increasing trend in football partnerships — where brands seek alignment not only through visibility, but also shared values and sustained community investment.

Expanded Sponsorship Scope Southampton FC P&O Cruises

As part of the multi-faceted partnership:

• P&O Cruises branding will now appear on the front of the Men’s First Team shirts, beginning with the 2025/26 season.

• The cruise line will also remain the sleeve sponsor of the Women’s First Team.

• It will continue as the Title Partner of the Saints Foundation, Southampton FC’s official charity.

  
  

In addition, the brand will feature on all retail kit ranges, including adult and junior versions — offering consistent, high-visibility placement across key merchandise lines.

Local Alignment with Global Reach

The partnership represents the convergence of two organizations deeply embedded in the fabric of Southampton — both serving as city ambassadors in their respective industries. While Southampton FC pursues competitive success on the pitch, P&O Cruises, owned by Carnival UK, continues to expand its presence in the travel and leisure sector with cruise departures from the city’s port.

Phil Parsons, CEO of Southampton Football Club, commented:

“P&O Cruises has already become an integral part of the Saints family and we are delighted to extend our partnership with such a fantastic company.Having P&O Cruises as our new front of shirt partner is a natural and exciting progression that speaks to the values we both hold dear — pride in our city and a belief in the power of community.”

Paul Ludlow, President of Carnival UK & P&O Cruises, added:

“We are delighted to continue to support our home team. Contribution to the local community, regional economy and to the club and its fans is vital and we look forward to a successful season.”

Commercial Impact and Fan Engagement

The partnership extends beyond visibility. It includes a slate of experiential and fan-facing benefits designed to enhance engagement and deepen emotional connection between supporters, players, and the P&O brand:

• Exclusive cruise giveaways and offers for Southampton fans.

• Matchday tickets and experiences for P&O Cruises guests.

• Player meet-and-greet events and fan activations.

• Onboard coaching sessions on select cruises, blending football with leisure travel.