Brands Sponsoring Leicester City in the 2020-2021 Season

September 22, 2020

Despite a strong fifth-place finish last season, many considered Leicester’s season a bit of disappointment given they were odds-on to finish third before Project Restart. They’ll certainly be looking to make an improvement over those performances towards the end of last season. Here we look at their sponsors ahead of the 2020-21 season.

KING POWER – Thailand’s leading travel retail group King Power has owned Leicester City since 2010. Its logo has emblazoned at the front of the Foxes’ kit since then. As the club’s official shirt partner, Leicester receives an extra $5.1m in revenue. Ahead of the 2020-21 season, King Power has teamed up with the Tourism Authority of Thailand. The agreement is made as an attempt to support Thailand’s recovery from the COVID-19 pandemic. As part of the deal, the slogan “Thailand Smiles With You” will feature at the front of Leicester’s kits instead of “King Power” in order to support tourism to Thailand.

ADIDAS – Leicester City signed Adidas as their official kit supplier in 2018. Adidas replaced rival German sportswear giant Puma who served as the Foxes’ official kit supplier for the previous five years.

CHANG – Thai beer brand Chang signed exclusive pouring rights inside Leicester City’s home ground, the King Power stadium, in 2018. The three-year deal saw them become Leicester’s official beer partner with kiosks inside the King Power rebranded with their logo.

BIA SAIGON – Vietnamese beer brand Bia Saigon is Leicester’s official sleeve partner since 2018. The deal sees the Bia Saigon logo printed on the left sleeves of Leicester’s matchday kits, along with in-ground branding rights.

SIAM COMMERCIAL BANK – Siam Commercial Bank (SCB) are Leicester City’s official Thai banking partner since 2017. The deal is worth around $9.7m and grants SCB branding rights inside the King Power stadium, interview backdrops, and the club’s digital content.

DHL – DHL are Leicester’s official logistics partner since 2013, when Leicester were a mid-table Championship club. Regardless to say, the deal has strengthened for both parties over the years, even more so for DHL, who reported an overall 20% increase in exports across businesses in Leicestershire when the club pulled arguably one of the biggest shocks in football history by winning the Premier League in 2016.

XPRESS MONEY – Leicester City signed a deal with Xpress Money last year. The deal saw the UK-based financial services firm become the club’s official money transfer partner. As per the deal, Xpress Money offers exclusive experiences and events to its customers and Leicester fans worldwide.

DE MONTFORT UNIVERSITY – DE MONTFORT UNIVERSITY is the official higher education partner for Leicester City since 2018. A four-year deal sees the two work together to offer the De Montfort students opportunities to work with the club, along with exclusive discounts to match day tickets. The University also holds branding rights at the King Power, receiving global exposure.

MONSTER ENERGY – Monster Energy are Leicester’s official energy drinks partner since 2019. The deal grants Monster Energy branding rights in and around the King Power stadium.

VITALITY – Vitality are the club’s official health and wellness partner since 2018. The deal grants Vitality image rights to Leicester’s players to use them for promotional events, as well as advertising inside the King Power stadium. Leicester fans and Vitality members are also offered various club-themed benefits, including merchandise and matchday tickets.

BETWAY – Betting company Betway also serves as one of Leicester’s official partners.

YABO SPORTS – Yabo Sports is one of Leicester’s official partners since 2019. The deal grants the Asian gaming operator in-ground branding rights at the King Power stadium.

BET365 – Bet365 is Leicester’s official betting partner since 2015. The deal grants the betting firm in-ground branding rights at the King Power, as well as visibility in interview backdrops.

W88 – Online gaming leader W88 is an official partner of Leicester City since 2018. They recently renewed their deal, which grants W88 pitch-side LED branding at the King Power, as well as image rights to the Foxes’ players for promotional content.

WALKERS – Leicester-based potato chips company Walkers have been a long-time official snack partner of Leicester City. Apart from getting branding rights at the King Power, they also serve their products to 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 over the years.

ETORO – Social trading and multi-asset brokerage company eToro is Leicester City’s official FX partner since 2018. The deal grants eToro in-ground branding rights at the King Power stadium.

SYINIX – High-end home appliances brand Syinix has recently been signed by Leicester as their official home appliances partner and regional South-east Asia and Africa partner. The deal grants Syinix in-ground branding rights as well as advertising across Leicester’s social media channels. Syinix also receives exclusive image rights for Leicester players to feature in their promotional events. The deal currently runs until 2024.

MARC DARCY – Marc Darcy is Leicester City’s official menswear partner. The UK-based formalwear company is responsible to supply off-pitch bespoke formal suits to Leicester City’s players and staff.

LANES – Lanes Jewellery is an official partner of Leicester City since 2014 and enjoy an in-ground presence at the King Power as part of the deal.

Written By – Anshuman Joshi

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