Red flags raised over Southampton’s ‘record’ deal with Chinese company

The clink of champagne glasses in the Southampton boardroom could almost be heard in China after the Premier League team this week announced "the biggest sponsorship deal in the club's history". Chinese-owned Southampton said it was "delighted" at the agreement with LD Sports, though financial details were not disclosed of the deal that will see the firm's logo emblazoned on the team shirts. But the bubbles had barely settled in their glasses when questions began to emerge about the three-year tie-up with the hitherto unknown Chinese company, with one analyst warning that the deal was raising 'red flags'. Southampton called LD Sports "a brand-new sports content, marketing and en...

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