Southampton FC: LD Sports (platform) succeeds Virgin Media as main shirt sponsor (2019-2022)

LD Sports, a new sports content, marketing and entertainment platform to be launched in China in the summer of 2019, has become a partner and main shirt sponsor of Southampton FC (Premier League) for three seasons (2019-2022), announced the club on 13/05/2019.

LD Sports will become a main club sponsor of Southampton FC from 2019-20, the first level in the club's sponsorship hierarchy. This agreement "represents the biggest sponsorship deal in the club's history," said Southampton FC. The Chinese brand will also be the main shirt sponsor of the U23 and U17 men's teams, as well as being displayed on the training kits of all the club's teams.

LD Sports succeeds Virgin Media, the club's main shirt sponsor for the 2016-2019 cycle. While Virgin Media will no longer appear on the front of Southampton's shirts from 2019-20, the British brand extended its sponsorship of the club as a sleeve sponsor and became the main shirt sponsor of the senior women's team for three seasons (2019-2022) on 10/05/2019 (see below).

"As well as providing exposure for LD Sports on the front of its shirts, the…