Southampton don't have a main sponsor. After last summers takeover by Marcus Liebherr, a Swiss billionaire, the club is in extremely good shape financially.
He cleared all the clubs debts, is investing significant money to redevelop a training facility that was already one of the best in the country and they spent more money in January than most Premiership teams.
They're in such good shape that they have decided not to have a shirt sponsor, something which would usually fetch at least half a million, big money in League 1.
The point is, the club can afford to do things like this, and who is really going to do a media blackout on the clearest favourites to win their division in the football league, featuring 2 of the top scorers from last year?