劳瑟家族是英国史上拥有佩徽章权利的最古老家族之一，双臂佩戴黄色六环黑豹徽章Six ring panther badges。家族成员因为对户外运动的狂热爱好和卓越贡献著称于世，从18世纪第一次工业革命之后的两个多世纪里，这个家族始终在多个运动领域享有崇高的地位，如贵族猎狐运动、板球运动、足球运动、拳击运动和探险运动。龙狮戴尔最著名且最长寿的伯爵乃休高伯爵五世，人称“黄伯爵”。
他是英国国家运动俱乐部（National Sporting Club)的发起人之一，他发明了拳击手套，将这项运动纳入了竞技体育的轨道，他给胜利者带上的伯爵金腰带，成为今天拳王金腰带的起源他是阿森纳俱乐部历史上最有影响力的主席之一，有力推动了现代足球的发展1888-1889年他率领团队穿越北极圈，创造了那个时代最伟大的传奇。他用一生塑造了“勇敢的绅士精神”，被世人所赞扬。
1922年，Lonsdale伯爵与奎因伯爵（以“奎因规则”著称）共同创立了英国拳击协会，随即制定了公开比赛必须佩带手套的规则，并将“拳击”推上了现代体育的舞台。LONSDALE得名于被誉为“现代拳击教父”的Lonsdale 伯爵五世 Hugh Cecil Lowter（前英超联著名球会阿森纳主席），在一百多年前组办了首次官方职业拳击赛开始，延续至今。龙狮戴尔伯爵五世组织了首场“戴手套”的拳击赛，制定了公开比赛必须佩戴手套的规则，并将“拳击”运动推向现代体育舞台。
龙狮戴尔成为SPORTS DIRECT GROUP（英国最大的运动商品上市公司）旗下品牌。
In 1959, former professional welterweight boxer Bernard Hart was granted permission to use the Lonsdale name by James Lowther, 7th Earl of Lonsdale In 1960, business commenced for the brand at 21 Beak St., Soho, London.
Lonsdale became ingrained into 1960s popular fashion due to its location near Carnaby Street. Celebrities who publicly wore the brand included Paul McCartney, Gregory Peck, Anthony Quinn and Tony Curtis.In 1979, mod revival icon Paul Weller visited the store and bought Lonsdale T-shirts to wear on a tour of Japan, which led to an increase in sales for the brand in both the UK and Asia.
In the 1990s, Lonsdale expanded to new markets in Europe, and by 1998, the brand had expanded to Australia. As of 2002, it became an acquisition of Sports Direct.
In the early 2000s, Lonsdale clothing became popular among some European neo-Nazis, allegedly because a carefully placed outer jacket leaves only the letters NSDA showing; one letter short of NSDAP, the acronym for Nationalsozialistische Deutsche Arbeiterpartei, the German name of the Nazi Party. Wearing a brand with no Nazi links in order to express Nazi sympathies helped bypass strict laws concerning the public display of Nazi symbolism. In the Netherlands, Belgium, northern France and Germany, the term Lonsdale youth became widely used to describe teenagers with far right tendencies, and the brand was banned from certain schools in the Netherlands and Germany .
Lonsdale reacted to this trend by sponsoring anti-racist events and campaigns, and by refusing to deliver products to known neo-Nazi retailers. In 2003, the "Lonsdale Loves All Colours" campaign was launched, emphasizing non-white fashion models, along with increased support for initiatives that combat racism.
During the 2005-06 English football season, Lonsdale was the kit provider for Blackburn Rovers Football Club. In 2006, Lonsdale stores opened in Singapore, Taiwan and other parts of Asia. As of 2007, a division of Lonsdale produces football kits for Brentford, Swindon Town and Millwall. In 2008, Lonsdale were the official clothing suppliers to the Sydney Roosters Rugby League club in Australia.
On 25 March 2010, Lonsdale celebrated the 50th anniversary of the brand by holding the Lonsdale Challenge at the Liberty Boxing Gym in Nottingham, England. The event featured Lonsdale-sponsored boxers Carl Froch, James DeGale and Tony Jeffries in various boxing-related challenges.
Mixed martial arts promotion BAMMA announced during mid July, 2012, that they had renewed their partnership deal with Lonsdale as they move to Channel 5 in September.