WITH the new Premiership season having just kicked off, Southampton Football Club is determined to play champions Manchester United at their own game - both on and off the pitch.

The Saints are always likely to pull off a shock and beat the Red Devils at The Dell - but it is in commercial activities that the South Coast's lead-ing side are determined to emulate and even surpass the biggest club in the world.

Southampton Leisure Holdings, Saints' publicly quoted parent company, is entering an exciting new phase of commercial development as it looks to bring in extra revenue to enable Southampton FC to challenge at the top end of the Premiership table. Of course, a key ingredient is the construction of a new 32,000-seat stadium, the funding package of which is currently being finalised. The site, at St Mary's in Southampton, is being prepared for clearance and work is expected to start in the spring of next year.

Gate revenue is crucial for the club. However, of paramount importance too, is the ability to offer a wide range of innovative, value-for-money products to supporters, designed to not only reward loyalty, but to give them a total leisure lifestyle package - an ambition mirrored by the likes of Manchester United, Arsenal and Liverpool.

"The Saints brand is our unique property," explains Southampton FC's commercial director John O'Sullivan. "Our fans have demonstrated that they are proud of the association and want to be a real part of the Saints family."

In the lead-up to the start of the season, The Dell has been a hive of commercial activity. The kit launch with the shirts bearing the name of new club sponsors Friends Provident was a huge success. Add to that a £50,000 investment in refurbishing the club shop at the ground.

The Saints new merchandising catalogue is among the best in the Premiership and complements the club's apparel offerings.

"We think the catalogue makes a fundamental statement," explains John O'Sullivan. "When you have a brand, positioning is all important. "Of course it has to be attractive to supporters but we are continually speaking with potential sponsors and everything we produce showcases the club and reflects our ambitions."

Southampton FC drew a line in the sand in announcing its deal with Friends Provident, a major player in the financial sector, with UK investments standing at £6 billion this year.

John said: "There is a recognition among corporations that close links with a Premiership club can really deliver on all levels - from directly increasing the sponsors' business to an uplift in the morale of their staff."

Southampton FC has also just launched Southampton Insurance Services (SIS), a new insurance brokerage aimed at giving fans a better deal. SIS is already rewarding fans with a wide range of competitive financial products and services, including household (buildings & contents), motor and travel cover.

"It is an intelligent way fans can not only save money for themselves, but also help the club to invest more money into developing the next generation of players through the academy," explains John.

So on and off the pitch Southampton FC is looking to the new season with added relish. It's a formidable challenge competing with quite literally the world's leaders, but one that the Saints are prepared for. More innovations are on the way to continue to provide the financial clout necessary to compete at the very highest level.

Converted for the new archive on 25 January 2001. Some images and formatting may have been lost in the conversion.