Southampton signs record sponsor deal with China’s LD Sports

14 May 2019

By: Sport Industry Group

Southampton has unveiled Chinese sports content, marketing and entertainment platform LD Sports as its new main shirt sponsor in a three-year deal.

Financial terms of the deal were not disclosed but Southampton confirmed the agreement marks the biggest in the Premier League club’s history. The deal runs until the end of the 2021/22 season.

LD Sports is a brand-new platform and is set to launch this summer in the Chinese market. Full details of the website will be revealed in due course.

LD Sports’ logo will feature on the front of Southampton’s first-team shirt, as well as on the club’s U23s and U18s kits and various squads’ training wear.

The partnership is designed to establish LD Sports’ presence in China while also providing exposure for the company in the UK market and beyond. Southampton said the deal is representative of the club’s growing presence and reputation in China following the arrival of majority shareholder Jisheng Gao in August 2017.

Southampton Commercial Director David Thomas said: “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.”

Justin Tan, Business Development Manager at LD Sports, added: “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 fan base across the world.

“We strongly believe this partnership will be a prosperous and beneficial one for both parties, and we are looking forward to the start of the 2019/20 Premier League season with Southampton.”

Southampton visited China for a pre-season trip last summer and will head to Macau in July as part of preparations for the 2019/20 Premier League season.

LD Sports will replace Virgin Media as Southampton’s main shirt sponsor. Virgin Media will retain brand exposure on the club’s sleeves from next season.