Thirteen companies have sponsored the players' shirts since shirt advertising was permitted in English football. The first company to do so was photocopier manufacturer Rank Xerox which sponsored the club for three years from 1980. Other sponsors have been Air Florida (1983), Draper Tools (1984–93), Dimplex (1993–95), Sanderson (1995–99), Friends Provident (1999–2006), Flybe (2006–10), aap3 (2011–14), Veho (2014–16), Virgin Media (2016–19), LD Sports (2019–20), and Sportsbet.io (2020–24). Since 2024, the shirt sponsor is Rollbit. In addition, Virgin Media was Southampton's sleeve sponsor from 2017 to 2022. JD Sports was the sleeve sponsor for the 2022–23 season. Mairon Freight UK was the sleeve sponsor for the 2023–24 season. Since 2024, the sleeve sponsor is P&O Cruises.
Thirteen companies have sponsored the players' shirts since shirt advertising was permitted in English football. The first company to do so was photocopier manufacturer Rank Xerox which sponsored the club for three years from 1980. Other sponsors have been Air Florida (1983), Draper Tools (1984–93), Dimplex (1993–95), Sanderson (1995–99), Friends Provident (1999–2006), Flybe (2006–10), aap3 (2011–14), Veho (2014–16), Virgin Media (2016–19), LD Sports (2019–20), and Sportsbet.io (2020–24). Since 2024, the shirt sponsor is Rollbit. In addition Virgin Media was Southampton's sleeve sponsor from 2017 to 2022. JD Sports was the sleeve sponsor for the 2022–23 season. Mairon Freight UK was the sleeve sponsor for the 2023–24 season. Since 2024, the sleeve sponsor is P&O Cruises.