Beleaguered Southampton FC faces sponsorship upheaval

Southampton Football Club’s parent company has been put into administration just as the team’s club and shirt sponsorship deal with Flybe is due to come to an end.

The airline extended its sponsorship of the Coca-Coal Championship side in December to run until June 2010.

The airline is based in the region and has long supported Southampton FC. At the time of the renewal director of marketing for the airline Simon Lilley said: “These are tricky times for everybody financially but we’re 100% behind the club…”

The airline was unavailable for comment about any renegotiations for next season.

The club is in the relegation zone in the Coca-Cola Championship and there is the possibility it might be docked10 points for going into administration.

Many football teams have had worries about shirt sponsorship since the beginning of the economic downturn. West Ham FC lost its shirt sponsor Excel after the airline went into administration last year while Manchester United FC is unsure how long its relationship with troubled US financial giant AIG will continue.

Flybe reappointed Souk as its advertising agency last year.