Sure has also confirmed Saints goalkeeper Fraser Forster will play a role as brand ambassador, featuring prominently throughout their #NeverMoreSure campaign.

Sure has been delivering long lasting protection against sweat and odour for over 50 years inspiring a fresh and confident approach for its target market. The campaign will intrinsically link the brand’s approach to high pressure moments often experienced by players, managers and fans within football.

Sure will be creating regular content on its football-dedicated Twitter channel @Sure, using the hashtag #NeverMoreSure and highlighting how players perform in high pressure moments.



It’s the attitude of knowing how to perform and preparing for such moments that makes you #NeverMoreSure, something which Southampton players Charlie Austin and Nathan Redmond discuss in an exclusive piece of video content released on Southampton channels later this week.



As part of the sponsorship deal, Sure will offer a host of money-can’t-buy experiences in bespoke consumer competitions to Southampton fans, as well as match tickets and hospitality packages.

David Thomas, Commercial Director at Southampton FC, said: “Our ambition is to partner with brands that share our values and commitment to innovation and creativity, which is why we’re so delighted to be part of this exciting and unique partnership with Sure.



“This demonstrates another step forward for our club in terms of the quality and stature of brands that we are partnering with.”



Claudio Bellen, Senior Brand Manager of Sure UK & Ireland, said: “We are thrilled to announce our sponsorship of Southampton Football Club. Football is the most watched sport in the UK and is a key passion point for the brand’s target audience.



“Through our partnership with Southampton FC, the brand will aim to leverage money can’t buy experiences and tickets to engage with Saints fans, whilst also providing exciting content and unique insights to add to their overall spectator experience through social channels.”