Saints have entered into an exciting multi-year partnership with Carlsberg Britvic, making Pepsi MAX an official club partner. This collaboration promises to enhance the match-day experience for fans at St Mary’s Stadium.
Partnership Agreement Details
The partnership includes the naming rights for the club’s LEVEL1 venue, which will now be called LEVEL1 powered by Pepsi MAX.
Under this agreement, Carlsberg Britvic will supply its beverages throughout the stadium, encompassing LEVEL1, The Dell, hospitality lounges, and various fan zones.
Supporters can look forward to a diverse selection of drinks, including Pepsi, Pepsi MAX, 7UP, Tango, Lipton Ice Tea, Jimmy’s Iced Coffee, and Robinsons Fruit Shoot.
LEVEL1 will be the main venue showcasing the complete product lineup, while other areas in the stadium will provide a curated selection.
Pepsi MAX branding will prominently feature throughout the stadium via LED perimeter advertising, big screen promotions, interview backdrops, and various match-day activities.
Fan Engagement Initiatives
To further engage the fans, Pepsi MAX has committed to funding a competition that offers supporters a chance to win a match-day experience for four in several stadium areas, including LEVEL1 and The Dell.
Statements from Club Management
Greg Baker, Southampton FC’s chief revenue officer, expressed enthusiasm about the partnership: “We are delighted to welcome Carlsberg Britvic and Pepsi MAX as key partners. This agreement reflects our shared ambition to enhance the fan experience at St Mary’s by bringing some of the UK’s most popular soft drink brands. LEVEL1 powered by Pepsi MAX is an exciting step forward for the stadium, and we look forward to working closely with Carlsberg Britvic.”
Industry Context
In January 2025, Carlsberg, a globally recognized alcohol manufacturer, finalized its acquisition of Britvic, merging the two companies into a single entity in the UK. This partnership is poised to provide a financial boost to the club, particularly with the upcoming implementation of Squad Cost Ratio (SCR) rules in football.
The SCR rules, set to be introduced in the Premier League this summer, will cap squad spending at 85% of a club’s generated revenue. This means a club can spend up to 85% of its turnover on player transfers, salaries, managerial costs, and agent fees.
While there is a cap of 85%, clubs may have a rolling allowance of up to 30%. However, exceeding this cap will result in fines or penalties. Specifically, any club that spends more than 85% plus the allowance will face a six-point deduction, increasing by one point for every £6.5 million over the limit.
The EFL is expected to vote on adopting SCR rules similar to those in the Premier League, with discussions about the specifics ongoing.
Key Takeaways
- Saints have formed a multi-year partnership with Carlsberg Britvic, making Pepsi MAX an official club partner.
- The club’s LEVEL1 venue will now be branded as LEVEL1 powered by Pepsi MAX.
- A variety of Carlsberg Britvic drinks will be available throughout St Mary’s Stadium.
- Fans can participate in a competition to win a match-day experience.
- The partnership aims to enhance the overall fan experience during matches.
- Carlsberg’s acquisition of Britvic is expected to financially benefit the club amid new spending regulations.
FAQ
What does the partnership involve?
The partnership includes providing Carlsberg Britvic products at various venues within St Mary’s Stadium, alongside branding and promotional opportunities for Pepsi MAX.
Are there any special promotions for fans?
Yes, there will be competitions giving fans the chance to win exclusive match-day experiences.
What is LEVEL1 powered by Pepsi MAX?
LEVEL1 powered by Pepsi MAX is the newly branded venue within St Mary’s Stadium, featuring a full lineup of beverages from Carlsberg Britvic.
What are the new Squad Cost Ratio rules?
The SCR rules will limit clubs’ squad spending to a percentage of their generated revenue, specifically capped at 85% with a possible allowance.
The new partnership marks an exciting chapter for Southampton FC, aiming to elevate the fan experience while navigating the challenges of the evolving football landscape.
