JD has previously had sleeve sponsorships with Leeds and Brighton in the Premier League, and was Norwich's sleeve sponsor during the 2021/22 campaign. JD has expanded to more than 400 stores in the UK and into 21 countries worldwide. "This is a really exciting partnership for JD, especially our local stores in Southampton, and we feel the Saints are a great fit to showcase the JD brand on the pitch around the world," said Nadia Kokni, JD Global Marketing Director, who also reference the club's successful academy talent pipeline. "The club's connection to the fans and the continued level of talent that the academy produces align with our brand and we are excited to be able to work together to bring this sponsorship to life," continued Kokni. Announced just four days before the start of the season, 2022/23 replica kits have been sold without the JD branding on the sleeves. The club have said that fans can have the logos applied either in the club shops or local JD stores.