Rahul SahaThis article contains information regarding the organisations enjoying a strong branding presence across the physical and digital assets of the men’s and/or women‘s teams of Leicester City Football Club as their sponsors and partners for the 2023/24 season.
Official Principal Partner
King Power
Thailand’s leading travel retail group King Power has owned Leicester City FC since 2010. Its logo was emblazoned at the front of the Foxes’ kits until the final matchday of the 2019/20 Premier League season. As the club’s official shirt partner, the club received from King Power an extra £4 million in revenue.
Apart from owning the club, King Power is also their Official Stadium Naming Rights Partner.
Ahead of the 2023/24 season, King Power returned as the club’s front-of-matchday-shirt sponsor, a role online trading company FBS had served for the past two seasons.
Official Training Wear Partner
FBS
The global online trading company initially signed on as the club’s Official Principal Partner in a “record” deal in May 2021, becoming the front-of-shirt sponsor for their matchday kits on a three-year deal, replacing King Power.
In August 2023, it was announced that FBS would serve as the club’s official training wear partner for the 2023/24 season.
As per the current partnership agreement, the FBS logo is displayed on the Leicester City training wear as well as on the dugouts of their home ground, the King Power Stadium.
Official Technical Partner
Adidas
Leicester City FC signed Adidas as their official kit supplier in May 2018. Adidas replaced rival German sportswear giant Puma, which had served as the Foxes’ Official Technical Partner for the five years prior to that.
Official Beer Partner
Chang
Thai beer brand Chang received exclusive pouring rights inside the King Power Stadium in August 2018.
As per the deal, Chang serves as the club’s Official Beer Partner, with kiosks inside the King Power Stadium branded with its logo.
Official Sleeve Partner
Bia Saigon
Vietnamese beer brand Bia Saigon has been Leicester City FC’s Official Sleeve Partner since August 2018.
The deal reportedly costs the ThaiBev-owned company somewhere between £2.5 million and £3 million every season.
Regional Partner SE Asia and Africa
Syinix
High-end home appliances brand Syinix was signed by Leicester City FC as their Official Home Appliances Partner and regional southeast Asia and Africa partner in September 2020.
Apart from branding rights, Syinix also receives exclusive image rights for the first-team Leicester City players to feature in its promotional events. The deal between the two parties is currently set to run until 2024.
Official Snack Partner
Walkers
Leicester-based potato chips company Walkers has been a long-time Official Snack Partner of Leicester City FC. Apart from getting branding rights at the King Power Stadium, Walkers also serves its products to the fans inside the stadium. Leicester City legend Gary Lineker has been a long-time brand ambassador for the chips manufacturer and has featured in several adverts for it over the years.
In the past, Walkers has served as the principal shirt sponsor for the Foxes’ matchday kits (1987–2001) and also held the naming rights for their home ground. In 2002, it bought the naming rights for the stadium, which thus came to be known as the Walkers Stadium. In May 2007, this deal was extended to run until 2017, but King Power bought the naming rights in July 2011.
Official Energy Drink Partner
Monster Energy
The American energy drinks brand has been the Official Energy Drinks Partner of the club since September 2019.
Official Commercial Vehicle Partner
Sandicliffe
Sandicliffe is a British car dealership whose Leicester-based Ford Transit Centre has been the Official Commercial Vehicle Partner of the club since 2015.
Apart from branding rights, the deal sees Sandicliffe supply its fleet of commercial vehicles to Leicester City’s Grounds Team, Supporter Engagement Department, and the LCFC Community Trust.
Official Formalwear Partner
Marc Darcy
In November 2023, Marc Darcy, a Salford, Manchester-based men’s formalwear brand, announced the signing of a partnership agreement with Leicester City FC, becoming in the process the club’s official formalwear partner on a multi-year deal.
Apart from providing the Leicester City players with bespoke formalwear, the agreement also puts the Marc Darcy branding inside the King Power Stadium as well as across the club’s digital channels.
Official Asian Betting Partners
12Bet
12Bet, a global sports betting company, initially served the club as their official betting partner between 2016 and 2018.
12Bet signed a new partnership agreement with the Foxes in August 2023 for the 2023/24 season. As per the current deal, it will serves as an Official Asian Betting Partner to the club.
8Xbet
8Xbet, an online gambling company that offers a platform for sportsbook, casino, lottery, poker, slot machines, racing bets, and other betting products, is also serving the club as an Official Asian Betting Partner for the 2023/24 season.
Parimatch
Parimatch, a sports betting and online casino, has renewed its partnership deal with Leicester City Football Club for the 2023/24 season.
As the Official Betting Partner of Leicester City, Parimatch will have its branding displayed across King Power Stadium on pitch-side advertising boards, interview backdrops and website banners.
In addition, Parimatch will hold hospitality sponsorships, as well as online and offline advertising rights.
Khelraja
In October 2023, Leicester City announced a partnership agreement with Asia’s renowned real-money gaming brand, Khelraja.
Following this deal, the brand has been labelled as an official betting official partner of the side. The association includes Khelraja facilitating predictions for all competitive and friendly fixtures played by the team for all the fans throughout the Asian continent.
In addition, Khelraja will receive exposure through online, social media and offline brand activations with Leicester City.
