Southampton FC has officially announced a significant multi-year partnership with the newly formed beverage giant Carlsberg Britvic. The deal establishes Pepsi MAX as the “Official Soft Drinks Partner” of the club, marking a major commercial boost as the Saints prepare for the Premier League’s new financial landscape.
The “LEVEL1” Transformation
The center-piece of the agreement is the exclusive naming rights for the club’s fan and event space.
- New Name: The venue will now be officially known as LEVEL1 powered by Pepsi MAX.
- Experience: As the flagship venue for the partnership, LEVEL1 will showcase the full range of Carlsberg Britvic’s portfolio, including 7UP, Tango, Lipton Ice Tea, and Jimmy’s Iced Coffee.
Stadium-Wide Integration
The partnership extends far beyond naming rights, ensuring a consistent brand presence throughout St Mary’s Stadium:
- Supply Rights: Products will be available in the Fan Zones, The Dell, hospitality lounges, and concourses.
- Brand Visibility: Pepsi MAX will receive extensive exposure via LED perimeter boards, big screen advertising, and interview backdrops.
- Fan Engagement: To kick off the deal, Pepsi MAX is funding a competition for fans to win a “matchday experience for four” across the stadium’s premium areas.
Financial Context: Navigating SCR Rules
This deal is strategically timed ahead of the Squad Cost Ratio (SCR) rules arriving in the Premier League for the 2026/27 season.
- The Cap: Under SCR, clubs will be restricted to spending 85% of their total revenue on squad costs (wages, transfers, and agent fees).
- Revenue Boost: Commercial partnerships like this one are vital for increasing a club’s “total revenue” ceiling, directly allowing for higher investment in the first-team squad without breaching financial fair play limits.
“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 to our supporters.†— Greg Baker, Chief Revenue Officer, Southampton FC.