David Long, chairman of U.K.-based promo products service organization Sourcing City, died on Dec. 22. Friends and industry peers said Long will be remembered not only for the lasting impact he had on the promo industry, but also for his kindness, integrity and genuine desire to support others.

David Long, Sourcing City

Long spent nearly 40 years in the branded merchandise industry. More than two decades ago, he founded Sourcing City, an ASI partner and a trade service organization that provides a suite of solutions to the U.K.’s promo market. He also served as CEO of the firm until June 2025, when he moved into an advisory role as chairman, and his wife, Ella Long, took on the CEO role.

Jason Grenham, sales director at Sourcing City, said he viewed David Long as his “industry father” in addition to being a true friend, having worked with him for 39 years at three companies. “As with all families, we had our ups and downs, but without a doubt, he always had integrity, professionalism and the utmost respect for the industry, colleagues and friends,” Grenham said. “He was truly a one-off and pioneer that will be missed by the industry as a whole.”

As head of Sourcing City, Long played a leading role in spearheading the U.K.’s largest promo trade show, Merchandise World. He also produced in-depth annual reports on the state of the promo industry in the U.K. In addition, he established and advanced Sourcing City’s flagship sourcing platform that helps distributors procure products from quality suppliers.

“[David] will be missed by all who knew him, and those who might not have known him but who benefited from his ideas and entrepreneurism in service to all things promo.” Tim Andrews, ASI CEO and President

“David’s legacy lives on in the standards he upheld, the projects he contributed to, and the respect he earned throughout his career within the promotional industry,” said Clive Allcott, chairman of the British Promotional Merchandise Association (BPMA) and commercial director of Direct Textiles & Bags (DTB) in the U.K. “From distributor, supplier, event organizer and software visionary, David will be remembered not only for what he accomplished, but for the professionalism and character he demonstrated every day. David’s contributions will not be forgotten, and he will be sincerely missed by colleagues, peers and all who had the opportunity to work with him.”

Long and Sourcing City played a foundational role in establishing PromoAlliance, an expanded collaborative effort with ASI and German-headquartered PSI that provides promotional products companies an array of benefits to better understand international markets and serve intercontinental clients.

ASI President and CEO Tim Andrews reflected on Long’s impact on his professional life and the broader promo industry, as well as the role Long played over the years as a trusted peer.

“I met David about 15 years ago, and he quickly became not just an industry friend but a friend,” said Andrews. “He was delightful and well-read, and we discussed industry happenings, competitors and personal achievements and challenges. He was both a confidant and an adviser on numerous topics. He shared his best ideas widely, allowing ASI to benefit, and I did the same. Like so many in our industry, he fell in love with it as he navigated from distributor to media partner to show organizer to tech executive – and did them all exceedingly well on behalf of clients and friends. He will be missed by all who knew him, and those who might not have known him but who benefited from his ideas and entrepreneurism in service to all things promo.”

Chris Lee, CEO of The Pebble Group and a member of the Counselor Power 50 list of the most influential people in promo, called Long “a wonderful man who brought us all together.” The Pebble Group is parent company of industry technology service provider Facilisgroup and Brand Addition (asi/202515), one of the largest global suppliers. Lee is also CEO of Brand Addition and president of Facilisgroup.

“We are fortunate to work in an industry where suppliers, distributors and service providers can respectfully collaborate, compete and celebrate together,” Lee said. “David has been doing this at the heart of our industry for longer than all of us can remember. … I will celebrate his life by walking to a great restaurant, having a very long lunch with my favorite people and raising multiple glasses of wine in his name.”

Mick Humphries, sales director at U.K.-based distributor TC Branding, called Long “truly an icon of our industry,” highlighting his work pioneering trade shows that ensured collaboration between suppliers and distributors.

“More importantly than any of his numerous successes in business, he was a genuinely nice and decent person who will be missed by many,” Humphries said.

Angela Wagstaff, owner of Allwag Promotions, a U.K.-based distributor and certified B Corp, expressed shock and sadness at the news of Long’s passing.

“David was such a kind, genuine and much-respected person, and he will be deeply missed by everyone who had the privilege of knowing and working with him,” she said. “He made a real impact on our industry, but more importantly on the people around him.”

Haydn Willetts, regional director U.K. & Ireland for global promo supplier Solo midocean, said he remembers having supplier meetings in Long’s living room, back in the early 2000s before Sourcing City evolved into what it’s become today.

“David led the team to many industry firsts and challenged the structure of industry events with Sourcing City Marketplace, to name but one,” Willetts added. “He was deservedly proud of what he and the Sourcing City team have created over the last two decades.”

Long’s passion for all things promotional and drive to move the industry forward were evident throughout his career, according to Willetts. “David was respected, trusted, extremely well liked and well thought of. He was always excellent company as part of a group or when playing host at some of the excellent industry events that he helped to cultivate,” he said. “He will be missed deeply by many across our industry in the U.K. and further afield. He influenced and has left a lasting legacy for the industry.”

Details regarding tributes and other arrangements will be forthcoming, according to Sourcing City.