The deal will cover Southampton's marketing and promotional material including direct mail campaigns. The club is currently stepping up its commercial activities and increasing direct mail volume. According to Etrinsic director Matt Bird the award of the contract followed a change of strategy by the club.

"They were looking for better procurement and the range of suppliers we have means we can do that," said Bird. "Etrinsic can also retain control over the brand and make it consistent as well as giving strategic input. We feel that print management should not be purely about delivery."

He added: "We have agreed an initial one-year contract to see if the system works and all the indications suggest so far it has."

Bird said that Etrinsic was working with Southampton's local roster of printers as well as sourcing suppliers from outside the area. He added that working with professional football clubs was an area that Etrinsic is looking at in more detail.

"It was important for us to find a print management partner who could lever additional value in terms of price and quality," added Southampton FC head of sales and marketing Steve Davies.

Earlier this year Etrinsic landed the contract to handle the print for retailer Topps Tiles ( PrintWeek, 18 March). It also beefed up its accounts team, almost doubling its size (PrintWeek, 26 May). Etrinsic's other clients include Sainsbury's, Superdrug, Halfords and Telewest. In 2003 Southampton Football Club posted a turnover of 48.8m and has around 20,000 season ticket holders.

Story by Philip Chadwick