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BC-SOC--Southampton-Chinese Sponsor

May 13, 2019
Premier League club Southampton says it has signed a Chinese company which has yet to launch as its new shirt sponsor. Southampton says in a statement that LD Sports is a “sports content, marketing and entertainment platform, which is launching this summer for the Chinese market.”

SOUTHAMPTON, England (AP) — Premier League club Southampton says it has signed a Chinese company which has yet to launch as its new shirt sponsor.

Southampton says in a statement that LD Sports is a “sports content, marketing and entertainment platform, which is launching this summer for the Chinese market.”

The value of the three-year deal was not disclosed.

Southampton has had a majority shareholder from China, real estate developer Jisheng Gao, since August 2017.

Gao Jisheng and his daughter, Nelly Gao, paid 210 million pounds (then $272 million) for an 80 percent stake.

Southampton says the new sponsor deal shows its “growing presence and reputation” in China.

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