Formed in 1885, Southampton’s beginnings stem back to a church football team and this is something that has been firmly embedded into the club’s identity ever since. Let’s take a tour of the Saints’ kit manufacturing and sponsorship history.

Southampton Shirt History - A4 Checklist

Southampton Kit Manufacturing History 

2021 – present – Hummel 

This is Hummel’s second spell with the club and the theme behind the first set of kits of their return was their move from their old stadium, The Dell, to their new, and current, home, the St. Mary’s Stadium. It was the 20th anniversary since their move and the home and third kit particularly celebrated it. 

The home kit was inspired by the final home jersey worn at The Dell with a fairly identical thick black, white and red crossover collar. The names of the stands from both stadiums also appeared along the shirts inner back hem. The third top paid homage in a less subtle manner, with an embossed tonal graphic of the two stadiums featuring across the shirts front.

It was an 80’s throwback in 2022/23 with the more familiar consecutive red and white stripes being ditched for one central red stripe, which was outlined by black pinstripes, printed on a white base. ‘Bold is Brave’ was the marketing slogan used alongside this seasons collection and the away shirt certainly lived up to the phrase with an interesting teal, aqua and gold wave pattern – it had meaning behind it though, with it being a nod to the nearby docks and the club’s proximity to the Solent. The third shirt was fairly bland, but it did also have a message behind it, with it paying tribute to the RAF planes that were first flown from Southampton.

For 2023/24, two fine jerseys from the 80’s were brought back to life in a modernised fashion alongside a third strip, which was mostly grey and black barring a few yellow touches, that had tree-inspired patterning referring to the tree which features within the clubs crest.

2016 – 2021 – Under Armour 

The 2017/18 home jersey was Under Armour’s version of the popular 1980 – 1985 home shirt. It was red with one broad white stripe running down its centre and an added feature was the four black pinstripes that appeared either side of it. A black and teal away kit, which supporters were fond of, was used alongside it.

In 2018/19, it was the third shirt which probably raised the most eyebrows with it, perhaps unusually, featuring thick vertical stripes in two shades of red. This top made a surprising appearance in the following season, 2019/20, due to a kit clash with Newcastle.

Supporters might have been glad to see it make a one-game return, with mixed reactions being shared to the concept used for all three shirts released for the 2019/20 campaign. It is thought that fans particularly didn’t like the large black colour block at top of the home jerseys chest. 

To honour the club’s 135th anniversary, the sash concept made a return on both the home and third strip in 2020/21. While, the smart, but minimal, navy away kit worn that season referred to their historic 1975/76 FA Cup final win over Manchester United.

2015 – 2016 – Adidas 

With their participation in the Europa League play-off round, the Saints tasted European football for the first time since 2003/04 while wearing Adidas branded kits. A traditional red and white striped home shirt was supplied and it was used alongside a green away top which had a navy sash.

2014 – 2015 – In-House 

Due to the pair failing to come an agreement, sandwiched between two spells with Adidas is a season of in-house manufacturing. 

All of the shirts most noticeable features were tonal – the red stripes on the home jersey incorporated small diagonal sashes, while groups of four vertical pinstripes hooped around the blue away kit and yellow third strip.

2013 – 2014 – Adidas 

The home tops traditional stripes were ditched for this Adidas spell with it near enough just consisting of a simple red base. Although it did have some spice, with gold being the colour of the sponsorship features and club crest. The away jersey was quite smart, it was black with a white V on its chest stemming from its neckline.

2008 – 2013 – Umbro 

It was a slow start to this partnership but the reproduction of the home jersey worn in the clubs founding year to celebrate the Saints’ 125th birthday in 2010/11 made it worthwhile. It was white with a red sash and, fittingly, the Saints earned promotion from League One while it was in place.

More recognisable Southampton concepts succeeded it in 2011/12, but the memories etched into this collection will last forever with the club remarkably securing back-to-back promotions and returning to England’s top flight.

Southampton’s return to the Premier League saw Umbro release a lovely set of pinstriped home and away jerseys made up of red and white. 

1999 – 2008 – In-House

Southampton had an eight-season spell of in-house manufacturing from 1999/00 and initially this decision was proven correct with a classy home top which lasted for two seasons. The home strip which replaced it has already been referred to, with Hummel replicating its neckline in tribute to The Dell.

The Saints’ UEFA Cup appearance in 2003/04 was their first European adventure since 1984/85 and it put certified history on that particular season’s jerseys. A thinly striped central crest European home shirt was also released that year as an added extra.

A centralised crest design was also used on the 2005/06 home top and it had broken stripes on its front to pave way for the sponsorship feature. Broken stripes also appeared in 2006/07.

1993 – 1999 – Pony 

Each of the Pony designed home jerseys were in place for two seasons and while the final two were classily striped polos, the first one caught people’s attention for perhaps the wrong reasons. The 1993 – 1995 edition had uneven broken stripes with a large Pony logo spattered on its chest. The away top followed the same brief but paired two shades of blue.

The brand also created the questionable yellow and blue vertically striped alternate jersey which was matched with a couple of black details. A beige third top with navy sides was also used during this period. 

They did make one smart shirt though, as a white polo with teal features potentially saved what was a not-so-good era of football shirts. 

1991 – 1993 – Admiral 

Southampton wore the same three shirts for both Admiral campaigns and each of them had a polo necked collar which had a stitched in pattern looping around it. 

The home shirt involved some tonal patterning, but not as much as the blue away kit and eye catching yellow third strip which both had abstract looks.

1987 – 1991 – Hummel  

Hummel first paired with the Hampshire-based club in 1987 and, as you may have guessed from opening paragraph of this piece, the Danish brand were obviously content with their work considering modern remakes of particular jerseys were produced in 2023/24. However, sometimes, you just can’t beat the originals, right?

One of the underdog favourites from this four-year-period is a blue away kit which was worn from the start of the partnership until the end of the 1988/89 campaign – it elegantly had small tonal Hummel chevrons imprinted throughout.

1980 – 1987 – Patrick 

The well referred to broad 80’s central stripe design was first supplied by Patrick and its brilliance is exemplified by the number of brands which have attempted to replicate it for the Saints since. Coolly, Southampton also donned a blue and navy version of this concept as the away strip during this period. Both of these shirts were in place from 1980 until 1985.

A central club crest was another feature of the aforementioned jerseys, but that feature was again used by Patrick for the shirts which were in place for the final two seasons of this partnership. The traditional Southampton stripes didn’t appear then either, with tonal stripes being used instead.

1976 – 1980 – Admiral 

Throughout this period, Southampton worn a home top which incorporated both thick and thin red and white stripes, plus a consecutively striped polo neckline.

Their aforementioned FA Cup success means that the yellow and blue away kit produced by Admiral is arguably one of the most famous shirts in the club’s history, given that they wore it to lift the trophy.

1974 – 1976 – Umbro 

Manchester-based Umbro were the first brand to ever manufacture for Southampton with two simple jerseys.

Southampton Shirt Sponsorship History 

The Saints haven’t been short of brands to partner with for the front of shirt sponsorship slot, so let’s delve right into it…

2021 – present – Sportsbet.io 

Sportsbet.io is a betting platform which gives you the option to place a stake using bitcoin. They have held the slot since 2021, although for a one-off game in 2022/23, they donated it to the Saints Foundation. 

Ethically, this probably isn’t the best brand to partner with, but their branding respectively isn’t fantastic either. 

2019 – 2021 – LD Sports

One article stated that this is ‘One of Footballs Strangest Sponsorship Deals’ and when you deep dive into it, it could well be, with many people not being entirely sure who, or what, LD Sports is. 

The initial concerns were proven to later be valid when the deal ended abruptly. The club even initiated legal action. 

2016 – 2019 – Virgin Media

Virgin Media’s first ever Premier League sponsorship deal was with the Saints, so the club can feel honoured in that sense.

The logo of the telecommunications company was always customised to complement the jerseys as best it possibly could.

2014 – 2015 – Veho 

Veho is an electronics company which headquarters in Southampton. Part of the deal saw the brand launch a range of Saints-branded electronics and showcase its products at the club's official store.

They had a text-based feature, however instead of Veho, the alternate kits in these seasons read Muvi, which was one of there products. 

2011 – 2014 – AAP3

IT Solutions company AAP3 took to slot for three-seasons. It is a partnership with a nice little success story behind it when you consider the clubs recovery from administration, their promotion to the Premier League, and the fact that AAP3’s then Chief Executive, Rod Jackson, is an avid Southampton supporter.

2006 – 2010 – FlyBe 

Prior to a season without a sponsor, FlyBe, an airline which unfortunately no longer trades, partnered with the club with a feature that promoted their URL. 

1999 – 2006 – Friends Provident 

Banking institution, Friends Provident, always had a feature which included their logo during the early years of this partnership, however they did eventually ditch it for a much-improved all-text look.

1995 – 1999 – Sanderson

On first look, Sanderson’s logo could probably be mistaken for Pepsi’s world recognisable branding! They were a Yorkshire-based company which dealt within the software industry. 

1993 – 1995 – Dimplex 

Irish company Dimplex had a simple text-based feature and they were a consumer electrical goods firm. 

1984 – 1993 – Draper Tools

Draper Tools are still in business and they supply trade, professional and DIY tools. Their feature was always just text, albeit it sometimes included a background feature and other times it didn’t. They trialled a few techniques, with just the word Draper featuring from 1989 until 1991.

Coolly, they returned to sponsor the back of the Saints’ shirt for the 2023/24 season because it was a modern remake of one which they appeared on the front of from 1987 until 1989. 

1983 – 1984 – Air Florida

Former American airline Air Florida took the central slot for one season with an all-text look. 

1980 – 1983 – Rank Xerox 

Rank Xerox, a brand which worked within the office equipment industry, were the clubs first ever front of shirt sponsor. 

Conclusion

There have been a few underwhelming jerseys throughout Southampton’s history but the strangest era was undoubtedly the Pony stint. An area where the Saints could improve is their choice of front of shirt sponsors, with the current sponsor offering betting services through bitcoin and the well-recorded controversy surrounding LD Sports coming before that.