Leicester City followed their eleventh-hour dropout from the top four of the Premier League in the 2019-20 season with another eleventh-hour dropout from the top four last season. And yet, having secured the FA Cup in a historic win, Brendan Rodgers’ side have continued to grow in stature and wow the onlookers with their overall growth since their league title from five years ago. This season, though, they’ll be looking to finally return to the Champions League and hopefully avoid any more last-minute hiccups. Here are Leicester City’s official Partners going into the 2021-22 season.
Following are the companies and organisations that are enjoying a strong branding presence across Leicester City’s physical and digital assets.
FBS – The global online trading company was announced as the new Official Principal Partner of the club 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. City debuted the FBS-fronted kit on the final matchday of the 2020-21 Premier League season.
King Power – Thailand’s leading travel retail group King Power has owned Leicester City 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, Leicester received from King Power an extra £4m in revenue.
Ahead of the 2020-21 season, King Power teamed up with the Tourism Authority of Thailand. The agreement was 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” featured at the front of Leicester’s kits instead of “King Power” in order to support tourism to Thailand throughout the 2020-21 season. This deal was reportedly worth £12m.
Apart from ownership, King Power is also the Official Stadium Naming Rights Partner of the club.
Adidas – Leicester City signed Adidas as their official kit supplier in May 2018. Adidas replaced rival German sportswear giant Puma who served as the Foxes’ Official Technical Partner for the five years prior to that.
Chang – Thai beer brand Chang received exclusive pouring rights inside Leicester City’s home ground, the King Power stadium, in August 2018. As per the deal, Chang serves as Leicester’s Official Beer Partner, with kiosks inside the King Power rebranded with its logo.
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Bia Saigon – Vietnamese beer brand Bia Saigon has been Leicester’s Official Sleeve Partner since August 2018. The deal reportedly costs the ThaiBev-owned company £2.5m – £3m every season.
Parimatch – The Limassol-headquartered sports betting company has been the Official First Team Training Wear Partner of the club since September 2020. Parimatch’s logo features on the front of City’s first-team training kits, pre-match warmup wear, and team management’s attires.
DHL – The Bonn-headquartered German courier service has been Leicester’s Official Logistics Partner since 2013, when Leicester were a mid-table Championship club.
Regardless to say, the deal has been fruitful 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.
HTH – The Chinese betting brand is the current Official Betting Partner of Leicester City.
Monster Energy – The American energy drinks brand has been the Official Energy Drinks Partner of the club since September 2019.
Betway – Based in Malta and Guernsey, the 2006-founded global betting company also serves as an Official Partner to Leicester City.
Football Manager – Football Manager (FM) is an annually released football management simulator. It’s a game jointly developed by SEGA (Shinagawa, Tokyo-headquartered Japanese video game developer and publisher) and Sports Interactive (London-headquartered British video game developer). It’s currently serving as an Official Partner to Leicester City. Apart from branding rights, the deal sees FM hold exclusive rights to feature Watford’s licensing, including real crest, kits and player images in its annual release.
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W88 – Online gaming leader W88 is an Official Betting Partner of Leicester City since June 2018. Apart from branding rights, the deal also grants W88 image rights to the club’s players for promotional content.
Syinix – High-end home appliances brand Syinix was signed by Leicester as their Official Home Appliances Partner and regional South-east Asia and Africa partner in September 2020. Apart from branding rights, Syinix also receives exclusive image rights for the first-team players to feature in its promotional events. The deal currently runs until 2024.
De Montfort University – De Montfort University is the Official Higher Education Partner of the club since April 2016. The deal sees the two work together to offer the De Montfort students opportunities to work with the club, along with exclusive discounts on matchday tickets. The two parties last renewed their partnership in a four-year agreement in May 2018.
Landsail Tyres – The Warrington-based British tyre brand is the Official Tyre Partner of the club since September 2020. Apart from branding rights, the deal sees Landsail offer its customers exclusive City-based opportunities, like first-class corporate hospitality, player interaction and money-can’t-buy experiences.
Vitality – The London-based health insurance company is the club’s Official Health and Wellness Partner since July 2018. Apart from branding rights, the deal grants Vitality image rights to Leicester’s players for promotional activities. Leicester fans and Vitality members are also offered various club-themed benefits, including merchandise and matchday tickets.
Walkers – Leicester-based potato chips company Walkers has been a long-time Official Snack Partner of Leicester City. Apart from getting branding rights at the King Power, 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 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 the home ground. In 2002, it bought the naming rights for the stadium which thusly 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.
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 City’s Grounds Team, Supporter Engagement Department and the LCFC Community Trust.