Southampton Football Club in the English Premier League has signed up a brand new Chinese sports content, marketing and entertainment platform as its main sponsors for the next three years.
LD Sports will replace Virgin Media in the short front with the broadcaster moving to the shirt sleeve in a new three-year deal.
Virgin Media will also take on the main shirt front sponsorship of the Southampton Women’s team.
Little is known of the new entity other than that they will be launching over the summer and will be primarily targeted at the Chinese market.
As well as providing exposure for LD Sports on the front of its shirts, the partnership will also see the club help to establish and develop the company’s brand and presence in China.
The deal is representative of Southampton’s growing presence and reputation in the country, which has increased considerably following the arrival of new Chinese investment in August 2017.
“We are delighted LD Sports has chosen a partnership with Southampton Football Club as a platform to help launch their brand this summer,” said Southampton Commercial Director David Thomas.
“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.”
Southampton has an Irish connection through being the club of young Republic of Ireland international Michael Obafemi.