Southampton enriches kit launch with NFT collaboration 

Expanding the relationship between sport and digital assets, Premier League side Southampton Football Club has launched its new kit alongside its very first NFTs.

Marking the launch of the club’s ‘Bold is Brave’ 22/23 home, away and third kits, The Saints linked with hummel for three NFT launches. 

Sarah Batters, Director of Marketing & Partnerships for Southampton Football Club, commented: “As a club, we have always looked for new and innovative ways to push the boundaries and to connect with our fans. This season is no different and our kit is all about being bold and brave. 

“With this in mind, we wanted to create three unique NFTs that will be collectable items for our fans, says For instance, the new Southampton FC home shirt draws inspiration from those worn by the flamboyant and free-flowing Saints side of the early 80s. 

“Reversing the colours of the shirt first worn by trailblazers like Kevin Keegan, Alan Ball and Charlie George, the striking central red stripe and central badge mark a brave new direction for the club.”

The club revealed it will be launching just one NFT per kit, making each one a true collectable item for football shirt collectors in web 3.0. 

Fans will be invited to bid for the NFTs in an auction via OpenSea, the world’s first and largest web3 marketplace for NFTs. The home kit NFT will be going up for auction from 29 June, with the away and third kit launching in the coming weeks and will conclude in August. The recipient of each NFT will also receive a bonus of the first off-the-line matching physical shirt.

Batters added: “Whilst we appreciate that not everyone will be ready to dive into the world of NFTs, we want to be bold in giving our supporters the choice to explore this exciting and new area. This is a great chance to offer our fans something special, that balances the spirit of where we have come from with the determination to be bigger, bolder, and braver in everything we do next.”