Anshuman JoshiThis article contains information regarding the organisations enjoying a strong branding presence across Leicester City’s physical and digital assets as their sponsors for the 2022-23 Premier League season.
Also Read – Leicester City Sponsors 2021-22
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.
Leicester 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 City 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, which 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 branded with its logo.
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 Leicester City’s first-team training kits, pre-match warmup wear and team management apparel.
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.
OB Sports
The Chinese online betting firm was announced as a sponsor of the club ahead of the 2022-23 season.
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.
Syinix
High-end home appliances brand Syinix was signed by Leicester City 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 currently runs until 2024.
LoveBet
Operated by Malta-registered company Vivaro Limited, online gambling platform LoveBet also serves as an Official Partner to Leicester City.
Landsail Tyres
The Warrington-based British tyre brand has been the Official Tyre Partner of the club since September 2020.
Apart from branding rights, the deal sees Landsail offer its customers exclusive Leicester City-based opportunities, like first-class corporate hospitality, player interaction and money-can’t-buy experiences.
Vitality
The London-based health insurance company has been 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 City 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 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.
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.
Lanes Fine Jewellery
“Local business” Lanes Fine Jewellery has enjoyed a fruitful relationship with the club for nearly a decade as their Official Jewellers. The partnership between the two parties entails in-stadia presence for Lanes as well as access to Leicester City’s first-team players for promotional purposes.
Bakers Waste
The Leicester-based waste management company has been the Official Waste Partner of the club since January 2019. Apart from branding rights, the deal sees Bakers Waste help the club improve their recycling practices across their venues and reduce the implementation of single-use plastic as much as possible.
