Saints end relationship with LD Sports and announce new main sponsor

The club have also announced they have “taken the difficult decision to temporarily halt all sales of home, away and third kits”.

Saints admit it is an “extremely complex situation” regarding fans who had bought new shirts with LD Sports on the front for this season and have asked for “patience and understanding” regarding a solution to update the shirts.

Saints entered into a record-breaking three-year sponsorship deal with Chinese start-up LD Sports last summer, who replaced Virgin Media as the club's main shirt sponsor.

But with that deal having ended prematurely, Sportsbet.io have plugged the gap for this season.

A statement from Saints read: “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.

“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.

“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 2020-21 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.”