After the deal with LD Sports ended after only one season, the club has announced it has a new sponsor, it is also suspending all sales of the kit that went on sale with the old sponsor.

The first thing to say on this change of sponsor is that the club cannot be blamed if LD Sports decides to pull out, it is a situation beyond their control, however the fact that LD Sports has pulled out perhaps suggests that there are changes afoot behind the scenes, yes there was a break clause in the contract, but that clause would have needed to be activated back in May, it clearly wasn't otherwise the club would not have commissioned the new kit with LD Sports on it.

Given the connections that LD Sport had to China and the speculation that surrounded the deal a year ago, it suggests that perhaps the sponsorship has ended due to other circumstances that may become clearer in time.

Certainly it is not something that has been done lightly.

The press release from the club published below explains the full details of what is a short term deal as it would be very difficult to sign a long term deal with the season so close and not have to sell the shirt cheaply for the longer term, therefore the one year deal makes sense to get something now and then renegotiate next season.

The club have now withdrawn all sales of the new kit with LD sports on and are currently looking at how those who have already bought the kit can replace it with the new item.

Press Release as follows.

Southampton Football Club is pleased to announce that it has signed a one-year contract with Sportsbet.io to become the new Main Club Partner and front-of-shirt sponsor for the 2020/21 season.

Sportsbet.io, a sportsbook of the Coingaming Group, are a leading cryptocurrency-based sports betting platform, who pride themselves on an innovative approach to providing a unique service to their customers, both in the UK and abroad.

The company, who will feature on the front of the first-team and Under-23 shirts, have stepped in at short notice to help support the club ahead of the upcoming season, and we will work closely together in the coming weeks to provide the best possible solution for those fans who wish to show their support to the team with updated replica shirts.

Southampton Football Club’s Chief Commercial Officer, David Thomas, commented: “We are delighted to welcome Sportsbet.io as Main Club Partner.

“Sportsbet.io have redefined the online betting space by combining cutting-edge technology with cryptocurrency expertise and a passion for offering its players with the ultimate fun, fast and fair gaming experience. They are fully committed to providing a safe place where people can enjoy their games responsibly, and have a world-class social responsibility team in place. The club will work with Sportsbet.io and our local community to promote this important social responsibility message over the course of the upcoming year.

“Everyone at the club is looking forward to the start of what we hope will be a strong season for Southampton, and we are very happy that we will be able to share that journey with Sportsbet.io.”

CEO of the Coingaming Group, Tim Heath, had this to say:

“We are absolutely thrilled to announce this sponsorship deal with one of the Premier League’s most ambitious teams.

“Sportsbet.io shares the club’s desire to disrupt its industry and increase its global reach. We’re proud to be able to contribute to the Saints and support such a prestigious team which has been around for nearly 135 years!”

Today’s announcement signals the end of the club’s relationship with LD Sports. Over the last week, we have endeavoured to secure confirmation that LD Sports are still an appropriate and viable partner for the club, but have been left with no alternative other than to end the partnership today with immediate effect.

The club has also taken the difficult decision to temporarily halt all sales of home, away and third kits. Fans who have already purchased a 20/21 home, away or third shirt with LD Sports on the front are kindly asked for their patience and understanding at this time whilst the club resolves what is an extremely complex situation and sources a solution for updating their shirts.

Photo: Action Images

schatfield added 12:49 - Aug 25 As to why this happened, I would not speculate, but aside to say, I much prefer the look of our kits now. I wasnt going to buy one with LD Sports on, but I think I would with this new sponsor.
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KRAZYB added 12:58 - Aug 25 I agree with you Schatfield. Now we just need to get rid of our Chinese owner.
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DorsetIan added 13:47 - Aug 25 "Over the last week, we have endeavoured to secure confirmation that LD Sports are still an appropriate and viable partner for the club, but have been left with no alternative other than to end the partnership today with immediate effect." The obvious translation of this is: "We have been waiting for the second year's money. We've come to the conclusion that this isn't coming, so we've pull the plug."

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Sanguin added 13:51 - Aug 25 It's disappointing to have a betting company as our sponsor, but appreciate this is a difficult situation and the club needed to plug the hole in revenue lost from the LD Sports deal.
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Ripleys_revenge added 15:31 - Aug 25 The lack of communication from our chairman is clearly mirrored by the lack of communication from LD sports - which is his company. There is something not right at all here. I'm surprised the club has come out so publicly with the wording of their statement about LD. Does it indicate a lack of communication about other aspects within the club? It is one thing the media / journalists speculating about it, it is another for the club itself to publicly smash its own sponsors (controlled by Gao). I'm starting to think there may well be something more behind this having been a little sceptical about the previous rumours a couple of weeks back. Will be interesting to see how this plays out.

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NewburySaint added 19:23 - Aug 25 What an absolute fustercluck for those that have already purchased shirts-they must have had an inkling something wasn’t right before even putting the shirts on sale so shouldn’t have done so. And what does that say for our apparently faultless, some say invisible, chairman, if a company he is, or and was, involved with cannot be trusted? Please do 1 Mr Gao....

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FaroSaint added 07:35 - Aug 26 Personally very glad that the shirts will only have latin script this year !!!!
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SanMarco added 11:37 - Aug 26 A shame it is yet another club with a gambling sponsor but I suppose beggars can't be choosers at the moment. Interesting last paragraph from Ripley's revenge - I am slowly moving to the same view. I could easily see China pulling out - it is not as if they have put much in at the various clubs.
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SaintBrock added 15:22 - Aug 26 We'd sell our soul for a mess of potage so it seems. Morally bankrupt. What happened to the family club ethic that we hear so much about. Shame on all who agreed to this disgraceful sponsorship. Better to have had a blank shirt for a year. Didn't any of our great brains work out that if Saints do well this season and Sky screen a lot of our matches sponsors will be biting off our hands to secure a deal. Very poor judgement from the upstairs team.

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