LG enters the Premiership with 3m Fulham FC shirt sponsorship

LG Electronics has signed a £3m-a-year deal with Fulham Football Club to become the team’s new shirt sponsor. Nike is also thought to have signed up as the club’s official kit manufacturer.

LG has been looking to sponsor a Premiership team for some time and had been in talks with Manchester United and Tottenham Hotspur before United agreed a deal with AIG and Spurs signed up Mansion. LG is also the official mobile phone supplier to Fulham and Arsenal.

The electronics company will take over from internet provider Pipex as Fulham’s shirt sponsor. The company has signed a two-year deal with the option of adding an extra year and is thought to be negotiating a lucrative floorspace agreement with Harrods as part of the deal. Harrods owner Mohamed Al Fayed also owns Fulham.

Head of marketing at LG Mobile John Bernard denies a deal has been signed but says/ “We are on the verge of signing up as a Premier League shirt sponsor but I can’t confirm anything at this stage.”

LG wants to extend its existing electrical goods department in Harrods and Nike is likely to replicate a smaller version of the area in its Niketown store in London. The sportswear giant wants to take over from Airness as Fulham’s kit manufacturer despite the French company only being in the first year of a three-year contract.

Fulham only just avoided relegation from the Premiership this season, which could have been a stumbling block to the LG deal. But now the team’s top-flight status is secured the deal is expected to be announced in the coming weeks.

LG’s rival Samsung Mobile sponsors Fulham’s neighbours Chelsea.