China’s LD Sports ties launch into record Southampton shirt sponsorship

May 14 – hard on the heels of the club renewing the sponsorship of Virgin media for is sleeve position, Premier League Southampton have announced new Chinese media business LD Sports as its main shirt sponsor.

Virgin media previously also held the main shirt sponsorship but the club said that LD Sports are taking over in what is the biggest sponsorship deal in the club’s history.

The LD Sports logo will be on the shirts in a three season deal through to the end of the 2021/22 season. No value was given for the sponsorship.

Saints were majority acquired by Chinese businessman Jisheng Gao and his family in a £210 million deal in August 2017. Since then the club has further built its Chinese links spending two weeks pre-season in the country last year and are scheduled to be in Macau in July.

Southampton commercial director, David Thomas, said: “We are delighted LD Sports has chosen a partnership with Southampton Football Club as a platform to help launch their brand this summer.

“It’s an exciting challenge, and we are looking forward to using our growing credentials and awareness in China, as well as our content and digital marketing expertise, to help the brand achieve its business objectives over the next three years.”

LD Sports is a new sports content, marketing and entertainment platform, which launches this summer in the Chinese market.

Justin Tan, business development manager at LD Sports, said: “It is an exciting development for LD Sports, which will help us make a significant impact with our launch this summer and also provide us with a platform from which to grow and engage our fanbase across the world.”

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