Southampton have announced a new partnership with Chinese sports content platform LD Sports, who will become the primary shirt sponsor in a deal the club says is the biggest in their history.

Some of the interest in this deal centres around the fact that LD Sports are a brand new platform with a launch date set for this summer: as of the time of publication, the company’s website is still ‘in progress’. The deal is set to boost the profile of the platform in both the UK and in China ahead of its launch, while Southampton will no doubt benefit from the exposure of their own content in the country across the course of next season and beyond.

In addition to appearing on the Premier League side’s kits, the deal will also extend to the youth setup at the St Mary’s club, as well as the team’s training apparel.

#SaintsFC is delighted to announce sports content, marketing and entertainment platform LD Sports as its new Main Club Sponsor on a three-year deal! ????

— Southampton FC (@SouthamptonFC) May 13, 2019

Long-term partner and 2018/19 shirt sponsor, Virgin Media, will remain a club partner and will take the sleeve sponsor’s slot from next season. The telecoms provider has signed a new three-year partnership with the South Coast club and will also become the first shirt sponsor for the Southampton women’s team after endearing themselves to the club’s support – and beyond – with initiatives such as subsidising matchday tickets for away fans, ensuring that entry into the ground costs no more than £20.

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.”

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