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Virgin Media marches on with Southampton

Internet services provider and pay-television operator Virgin Media has secured a deal to become the new main sponsor of English Premier League football club Southampton.

The deal, which includes shirt sponsorship, will begin from the start of the 2016-17 season and will run for three years, until 2018-19.

The value of the deal was not disclosed, but multiple reports have suggested that it is the most lucrative sponsorship agreement in the club’s history.

Next season, Southampton is also beginning a new seven-year kit partnership deal with sportswear company Under Armour.

“Southampton Football Club and Virgin Media are both dynamic and progressive brands with a commitment to developing talent and doing things the right way and it is these common beliefs which make the two organisations ideally suited,” Southampton chief executive Gareth Rogers said. “We will be working closely to implement creative and innovative projects that harness the passion of the club and connect with our fantastic fans around the world.”